ANALISIS KEPERCAYAAN KONSUMEN DALAM LIVE SHOPPING FASHION THRIFTING DI TIKTOK: STUDI KASUS AKUN @KOKOCICISUBUH2

Abstract

This study examines consumer trust in TikTok live shopping for fashion thrifting on the account @kokocicisubuh2. The growth of live commerce has created new challenges for consumer trust, particularly for thrift products that have non-uniform conditions and operate outside official e-commerce platforms. Using a qualitative case study approach with interpretive paradigm, this study conducted in-depth interviews with five informants selected through purposive sampling based on top viewer status and repeat purchase criteria. Data were analyzed using the e-trust framework by Cook and Snijders (2009), which consists of four dimensions: structural assurance, information quality, reputation, and trusting intention. Results show that consumer trust is built through multiple reinforcing mechanisms: adaptive transaction systems that compensate for platform limitations, detailed and transparent product information delivered by the host, social proof from follower counts and viewer activity across platforms, and positive first purchase experiences that encourage repeat buying. Trust in this context is not formed by platform technology alone, but through consistent communication, voluntary disclosure of product flaws, and relational continuity between host and audience. This study contributes to the understanding of e-trust dynamics in live commerce ecosystems operating under regulatory constraints.