Persuasive Linguistic Style and Customer Trust in TikTok Live Streaming Commerce: The Mediating Role of Customer Engagement

Description

This dataset contains survey responses related to consumer behavior in TikTok live streaming commerce, with a particular focus on the beauty and personal care sector in Indonesia. The data was collected in 2025 through an online questionnaire distributed via Google Forms over a three-month period. A total of 390 respondents participated, all of whom had prior experience purchasing beauty and personal care products through TikTok live streams. The dataset includes demographic information (such as age, gender, and education level) as well as variables measuring consumer perceptions and behaviors. These variables capture persuasive linguistic style of live stream hosts, customer trust, customer engagement, and purchase intention. All constructs were measured using a 5-point Likert scale. The dataset is suitable for quantitative explanatory research and can be analyzed using advanced statistical techniques such as Partial Least Squares Structural Equation Modeling (PLS-SEM). It provides valuable insights into the influence of host communication styles on consumer trust, engagement, and purchase decisions in live streaming commerce. Researchers and practitioners can use this dataset to explore digital retail dynamics, customer behavior, and strategies for enhancing engagement and sales effectiveness in TikTok commerce.

Institutions

Categories

Funders

• Binus University

  Indonesia

Licence