Consumers and the Shaping of TikTok Shop in Indonesia: Understanding Users' Role in Live Streaming Commerce

This thesis investigates the active role of consumers in shaping livestream commerce on TikTok Shop in Indonesia. Through qualitative methods, including semi-structured interviews, livestream observations, and content analysis, the research explores how Indonesian consumers actively participate and influence market dynamics, content, and community interactions on digital platforms. Drawing on theories of digital participation, consumer agency, and platform economies, the study highlights how user-generated interactions transform traditional consumer roles from passive observers into active co-creators. Findings reveal that consumer engagement in livestreams significantly impacts content direction, host responsiveness, and communal buying behaviors, simultaneously fostering a sense of belonging and highlighting issues of visibility and digital exclusion. By emphasizing ethical considerations and methodological rigor, this research provides nuanced insights into consumer empowerment and its implications for brands, platforms, and digital commerce practices in contemporary Indonesia.