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All Journal Jurnal Ekonomi Modernisasi Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Pariwisata IJBE (Integrated Journal of Business and Economics) Journal of Economic, Bussines and Accounting (COSTING) AFEBI Management and Business Review At-Tadbir : jurnal ilmiah manajemen EQIEN - JURNAL EKONOMI DAN BISNIS SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Valid Jurnal Ilmiah Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Coopetition : Jurnal Ilmiah Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Fokus Manajemen Bisnis Journal of Management and Bussines (JOMB) Jurnal Pengabdian Masyarakat Asia Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Business Preneur : Jurnal Ilmu Administrasi Bisnis TSARWATICA (Islamic Economic, Accounting, and Management Journal) International Journal of Economy, Education and Entrepreneurship (IJE3) JURNAL ILMIAH GLOBAL EDUCATION Golden Ratio of Mapping Idea and Literature Format BISMA (Bisnis dan Manajemen) Journal of Innovation in Management, Accounting and Business Asia Pacific Journal of Management and Education Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Business Studies and Management Review Economics and Business Journal IIJSE
Rita Komaladewi
Faculty Of Economic And Business, Universitas Padjajaran
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Journal : IIJSE

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The Effect of Live Streaming Interaction on Consumers' Purchase Intention in Bandung City: Social Presence as a Mediation Factor Luki Ramdani; Rita Komaladewi; R Thomas Budhayawan Yudha
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7276

Abstract

In the digital era, live streaming has emerged as a widely used marketing strategy across e-commerce platforms. Social presence—defined as the perceived sense of social interaction during live streaming—is believed to significantly influence consumers’ purchase intentions. However, limited research has explored the link between live streaming, social presence, and purchase intention. This study addresses that gap by examining the impact of live streaming on purchase intention and the mediating role of social presence. A quantitative approach was employed, using a questionnaire distributed to e-commerce users who frequently watch live streaming. A purposive sampling method yielded 330 respondents. Data were analyzed using Structural Equation Modeling with SmartPLS 3.0, including tests for convergent and discriminant validity, reliability, R², Q², and hypothesis testing. The results indicate that live streaming positively affects purchase intention, and social presence significantly mediates this relationship. These findings suggest that enhancing social presence through live streaming can effectively increase consumer purchase intention. For businesses, this highlights the importance of interactive elements such as real-time communication, authentic content, and exclusive offers. The study is limited to 330 respondents from Bandung and focuses on Generation Y and Z, which may limit the generalizability of the results. Additionally, it considers only social presence as a mediating variable, excluding other possible mediators.
Co-Authors Adz Zikri, Arif Furqon Nugraha Agatha, Fathia Agustin, Melinda Yuni Akbar Riskal Amani Aldina Shiratina Amani, Akbar Riskal Amar, Siti Chaerani Djen Anggie Irwansyah Arief Budiman , Adityo Asep Mulyana Asep Mulyana Bahri, Khoirun Nisa Bayu Perisha Budhyawan, Thomas Carla Elisabeth Stephanie Deborah, Irene Deru R Indika Dewi, Rahma Hanifa Dwi Kartini Emi Widya Yusuf Eugenia Clarissa Prabowo Fachri Eka Saputra Fariz Pramadani Firdaus, Gilrandy Andhika Ghea Putri Aliffia Gugyh Susandy Herdianie, Revalina Hilmy Mu’nis Jajang Burhanudin Jodhi Kartha Yudha Joeliaty Joeliaty Khoirun Nisa Bahri Kiagus Ahmad Juan Saputra Kirana, Laras Puspa Kurniadi, Stefanie Kurniatun, Taufani C. Ledy Yolanda Luki Ramdani Lumbantobing, Angelia Tio M Aqshel Revinzky Mulyani, Indah Putri Mulyawan, Sarah Anjani Naufal, Ariq Zulfahmi Nugraha Adz Zikri, Arif Furqon Nugraha, Krisna Adhitia Okviannas, Nadilla Prasetyo, Bilal Panji Puji Ratna Sari Putri Fajar Handayani R Thomas Budhayawan Yudha R. Arief Helmi R. Thomas Budhyawan Yudha R. Thomas Budhyawan Yudha Raihan Fajri Ramadhan Ramos Purba Reni Dian Octaviani Rhiswandi, Rhandi Ruchiat, Yayat Saputra, Febrian Eko Setyadi, M. Aditya Silaban, Sonia Artha Ria Sucherly Sucherly Sucherly Sucherly Susi Yasmin Thomas Budhyawan Umi Kaltum Widianto, Sunu Yasmin, Annisa Yevis Marty Oesman Yudha, R. Thomas Budhyawan Yudi Aziz Yuyus Suryana