ANALYSIS OF PURCHASING INTENTION IN THE FASHION INDUSTRY: ENHANCING PRODUCT SALES THROUGH LIVE COMMERCE STREAMING

• Main Author: Adibah, Rina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79784
• Institution: Institut Teknologi Bandung

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.