Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 03
Abstract
This study investigates the impact of live-streaming commerce on the Indonesian fashion industry, with a specific focus on small and medium-sized enterprises (SMEs). It explores how factors like perceived media richness, price fairness, electronic word-of-mouth (eWOM), social media marketing, and brand image influence consumer purchase intentions. The research methodology includes a survey of Indonesian consumers who have engaged in shopping for fashion products via live streaming at least once in the past three months. The findings analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal the pivotal role of media richness, price fairness, and social media marketing in shaping purchase intentions, with brand image emerging as a key mediator. However, electronic word-of-mouth (eWOM) shows less impact. indicating a complex market dynamic. The findings highlight the effectiveness of live streaming as a marketing and sales tool in the digital era. The study contributes valuable insights for SMEs looking to optimize their digital strategies and enhance sales effectiveness in the rapidly evolving e-commerce landscape.
Authors and Affiliations
Rina Adibah, Mustika Sufiati,
Keywords
Related Articles
- EP ID EP733090
- DOI 10.47191/ijcsrr/V7-i3-57
- Views 43
- Downloads 0
Metacognitive Strategies Used in Comprehending Reading Academic Texts for Doctoral Students
The importance of metacognitive strategies in achieving proficiency in second or foreign language reading is widely acknowledged. There is a growing interest in the reading of specialized academic literature in a second...
Management of Pregnancy, Labour and Neonatal Care with Homoeopathic Remedies
In the current era ,Though the modern medical intervention in gestational period & labour reduce the maternal mortality rate to a greater extend , There prevails emerging issue of increasing c- section in deliveries, Th...
Comparative Analysis of Demand Forecasting Methods to Optimize Supply Chain Efficiency in PharmaHealth Group
PharmaHealth Group encounters significant challenges in its supply chain distribution due to the pharmaceutical industry’s demand for rapid responsiveness and the high risk of demand fluctuations, particularly during eve...
Students’ Grammatical Errors in Writing Recount Text by the Tenth Grade of SMA Immanuel Bandar Lampung
It is often found out that many students commonly make grammar mistakes in their learning especially in writing. This study aimed to find the types of errors made by grade X students of SMA Immanuel Bandar Lampung in wri...
The Influence of Product Quality and Promotion on Revisit Decisions Mediated by Outpatient Satisfaction at St Elisabeth Hospital Bekasi
This study investigates the influence of product quality and promotion on outpatient revisit decisions, with patient satisfaction serving as a mediating variable, at St. Elisabeth Hospital in Bekasi. Employing a quantita...