Pengaruh Live streaming Terhadap Customer Loyalty Melalui Customer Interaction dan Brand Engagement Skincare WSP Glow di Kabupaten Musi Rawas

This study aims to analyze the effect of live streaming on customer loyalty for WSP Glow skincare products in Musi Rawas Regency, by examining the mediating roles of customer interaction and brand engagement. Using a quantitative approach, data were collected through questionnaires distributed to 170 respondents who are customers of WSP Glow and were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that live streaming has no significant direct effect on customer loyalty. However, live streaming has a significant positive effect on both customer interaction and brand engagement. Furthermore, the study found that customer interaction does not significantly affect customer loyalty, whereas brand engagement shows a significant and positive influence on customer loyalty. The mediation test confirms that brand engagement significantly mediates the relationship between live streaming and customer loyalty, while customer interaction does not serve as an effective mediator. In conclusion, live streaming can enhance customer loyalty indirectly by fostering strong brand engagement, rather than merely through increasing momentary interactions.