THE EFFECT OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT AND TRUST THAT AFFECTS CONSUMERS' PURCHASING BEHAVIOR VIA FACEBOOK LIVE

Abstract

The objectives of this research are (1) to investigate the factors of customer relationship management on social media affecting the purchasing behavior through Facebook Live channels, and (2) to examine the trust factors influencing the purchasing behavior through Facebook Live channels. The sample group used in this research consists of consumers who have previously purchased products through Facebook Live. The statistical methods used in the research are frequency, percentage, and standard deviation. Stepwise multiple regression analysis was employed. The study found that customer relationship management factors on social media, specifically special offers professionalism communication convenience and providing detailed information as well as trust factors such as keeping buyers' personal information confidential product responsibility in case of loss or damage and regular data updates influence the purchasing behavior through Facebook Live channels in terms of frequency, amount spent, and quantity of products purchased through Facebook Live.