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All Journal Jurnal Manajemen Terapan dan Keuangan SINERGI: Jurnal Ilmiah Ilmu Manajemen Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Ganaya: Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Poli Bisnis Jurnal Abdimas Mandiri Jurnal Riset Bisnis dan Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Tourism Sustainability MOVE: Journal of Community Service and Engagement Al-Muamalat : Jurnal Ekonomi Syariah Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Journal of Islamic Economics and Business Ethics (JIESBI) Kreativasi: Journal of Community Empowerment
Saputra, Galih Ginanjar
Fakultas Ekonomi Dan Bisnis, Universitas Sultan Ageng Tirtayasa, Kota Serang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Influence of Live Streaming Shopping on Purchase Decisions through Customer Engagement on Instagram Social Media Galih Ginanjar Saputra; Fadhilah Fadhilah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5049

Abstract

Various digital platforms continue to innovate as a form of solution offered to business people. Live Streaming Shopping is now a new trend in marketing strategies using online platforms. The live feature on Instagram social media allows business people to offer products in real time, provide detailed information about products, answer questions from potential buyers or conduct other interactions with potential buyers. This study aims to analyze the influence of live streaming shopping on Instagram social media on customer engagement, to analyze the influence of customer engagement on purchasing decisions, and to analyze the influence of live streaming shopping on purchasing decisions through customer engagement on Instagram social media. This research was conducted on respondents who have followed and made purchases through live streaming shopping on Instagram social media. This type of research is carried out using explanatory research, with quantitative methods. Furthermore, the data were analyzed using Path Analysis technique or path analysis to determine the direct and indirect effects of the variables studied. This study provides several theoretical and managerial implications for business actors.
Co-Authors A.A. Ketut Agung Cahyawan W Adih Supriadi Asih Machfuzhoh Aulia, Mona Azzahra, Asri Nur Diksastera, Raisya Meyna Edy Arisondha Edy Arisondha Eka Yulianti Fadhilah Fadhilah F Fadhilah Fadhilah Fadhilah Fadhilah Fajar, Harini Ningrum Fakhrudin, Muhamad Farah Putri Wenang Lusianingrum Fiesty Utami Halimi Husayn Intan Puspanita Lina Affifatusholihah Lukmanul Hakim Aziz Muhamad Fakhrudin Muhammad Abduh Muhammad Abduh Muhammad Johan Widikusyanto Putri, Solehatin Ika Refi Pratiwi Sari, Titis Nistia Shavab, Firli Agusetiawan Shavab, Firli Agusetiawan Titis Nistia Sari Tri Wahyudi Tri Wahyudi Wahyudi Ucu, Ucu Undang Juju