Arridho, Mu'min (2026) KEPERCAYAAN KONSUMEN DALAM LIVE SHOPPING TIKTOK FASHION THRIFTING PADA AKUN @KOKOCICISUBUH2. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of live shopping features on TikTok has transformed digital commerce by integrating real-time interaction and purchasing activities within a single virtual environment. In the fashion thrifting sector, product variability, the inability to physically inspect items, and transaction risks make consumer trust a crucial factor. This study aimed to analyze how consumer trust was formed in TikTok live shopping activities on the fashion thrifting account @kokocicisubuh2 and to identify the factors that influenced it. This research employed a qualitative approach using a case study method within an interpretive paradigm. Data were collected through observation, in-depth interviews with five active consumers, and documentation. Data were analyzed using the e-trust framework, which consisted of structural assurance, information quality, reputation, and trusting intention. The findings revealed that consumer trust was built through structural assurance in the form of a transaction system supported by proof of shipment, clear and transparent product information, account reputation developed through consistent live shopping activities and positive consumer experiences, and trusting intention that encouraged repeat purchases. These findings indicated that consumer trust depended not only on transaction security but also on the seller’s communication quality and credibility in reducing uncertainty within digital transactions. This study contributed to the development of e-trust research in the context of fashion thrifting live shopping and provided insights for future studies involving different platforms, research objects, and broader participant groups.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Mu'min Arridho | ||||||||
| Date Deposited: | 14 Jul 2026 05:00 | ||||||||
| Last Modified: | 14 Jul 2026 05:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55356 |
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