ANALYSIS OF PURCHASING INTENTION IN THE FASHION INDUSTRY: ENHANCING PRODUCT SALES THROUGH LIVE COMMERCE STREAMING
This study examines the influence of live commerce streaming on consumer purchasing behavior in Indonesia's fashion industry, focusing on the Shopee platform. It explores how technological advancements and increased internet access have transformed consumer shopping habits and business marke...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79784 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study examines the influence of live commerce streaming on consumer
purchasing behavior in Indonesia's fashion industry, focusing on the Shopee
platform. It explores how technological advancements and increased internet
access have transformed consumer shopping habits and business marketing
strategies. The research adopts a mixed-method approach, incorporating the
Decision Rule theory and the Hierarchy of Effects model, and uses Structural
Equation Modeling with Partial Least Square (SEM-PLS) for data analysis. The
findings highlight the critical role of media richness, price fairness, and social
media marketing in shaping purchase intentions, with brand image as a significant
mediator. The study also notes the less substantial impact of electronic
word-of-mouth (eWOM), suggesting a complex market dynamic. It concludes with
strategic recommendations for SMEs to effectively use live commerce and
proposes future research areas like the influence of emerging technologies and
cultural diversity on digital marketing. |
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