THE INFLUENCE OF LIVE COMMERCE EXPERIENCE AND ELECTRONIC WORD OF MOUTH ON CONSUMER ENGAGEMENT IN FUJIN FRAGS PERFUME PRODUCTS

This study aims to analyze the influence of Live Commerce Experience and Electronic Word of Mouth on Consumer Engagement toward Fujin Frags perfume products. In addition, this research examines the moderating role of Digital Trust in strengthening the relationship between Live Commerce Experience and Consumer Engagement, as well as the moderating role of Consumer Skepticism in weakening the relationship between Electronic Word of Mouth and Consumer Engagement. A quantitative approach is employed using a survey method targeting consumers who have been exposed to live commerce activities and digital reviews related to perfume products. The findings are expected to contribute to the development of digital consumer behavior literature and provide strategic insights for Fujin Frags in enhancing consumer engagement through effective digital marketing practices.