EFFECTIVENESS OF LIVE SELLING MARKETING STRATEGIES AS A KEY TOOL TO ENHANCE SALES IN THE FASHION BUSINESS (STUDI KASUS BRAND SAINE.CLO)

• Main Author: Yardha, Safarah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86547
• Institution: Institut Teknologi Bandung

This research evaluates the effectiveness of live selling marketing strategies in enhancing sales for Saine Clothing, a fashion brand. The research methodology includes data collection through a questionnaire survey distributed on Saine.clo's Instagram social media platform and statistical analysis using Smart PLS to assess the relationships between various variables in the conceptual model. The results indicate that live selling marketing has a significant impact on increasing customer engagement, sales conversion rates, and brand loyalty. The outer model analysis identifies the validity and reliability of constructs through reflective and formative measurements, showing that the proposed model fits well with empirical data. This study also identifies key factors contributing to the success of live selling strategies and the challenges faced in their implementation. Based on these findings, the research provides practical recommendations for optimizing live selling strategies in the fashion industry, specifically for Saine Clothing. Although the findings of this study are limited to the context of Saine Clothing, they can offer valuable insights for other fashion brands looking to adopt similar strategies.