Abstract
The rapid growth of social commerce and live shopping has transformed how consumers interact with brands and make purchasing decisions. This study analyzes the influence of live shopping and social commerce on customer loyalty, with customer engagement as a mediating variable, among TikTok Shop users in Indonesia. This quantitative study employed SEM-PLS with 200 purposively sampled TikTok Shop users who had transacted and participated in live shopping. Data were collected through an online Google Forms questionnaire. The results show that live shopping has a significant effect on customer loyalty and customer engagement, while social commerce also has a significant effect on customer engagement and customer loyalty. In addition, customer engagement is proven to have a significant effect on customer loyalty and is able to mediate the influence of live shopping and social commerce on customer loyalty. These findings indicate that increasing customer loyalty on the TikTok Shop platform is not only directly influenced by digital features, but also through customer engagement formed from social interactions and live shopping experiences. This study contributes in the development of digital consumer behavior models and offers practical implications for social commerce-based marketing strategies in Indonesia.