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All Journal Jurnal Siasat Bisnis Jurnal Mirai Management SEIKO : Journal of Management & Business Jurnal Entrepreneur dan Entrepreneurship (JEE) Jurnal Proaksi International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Manajemen dan Pemasaran Jasa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies AMMA : Jurnal Pengabdian Masyarakat Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat West Science Social and Humanities Studies Management Analysis Journal Indonesian Journal of Education (INJOE)
Erwin Erwin
Digital Business Management, Management, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Public Health Social Sciences Other

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Journal : management analysis journal

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Swipe, Stream and Trust: The New Formula for Fashion Purchase Intentions Erwin Erwin; Yuyun Karystin Meilisa Suade; Winarto Poernomo; Sinar Dharmayana Putra
Management Analysis Journal Vol. 14 No. 4 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i4.36698

Abstract

This study research examines the essential role of Brand Trust as a mediator that transforms digital marketing stimuli, namely Live Streaming and Online Customer Reviews, into Purchase Intention in the fashion industry. In the digital era, the fashion industry demands strategic adaptation to the latest marketing trends, especially through marketplaces. This study focuses on fashion consumers in Makassar City who have experience buying or intend to purchase fashion products through online marketplace platforms. Data were collected from 216 respondents through a questionnaire using a 5-point Likert scale and analyzed using the PLS-SEM method with SmartPLS. The results indicate that Brand Trust is the strongest causal predictor of Purchase Intention. A crucial finding is the confirmation of full mediation by Brand Trust, showing that the effectiveness of Live Streaming and Online Customer Reviews does not lie in their ability to directly trigger purchase intentions, but rather in their capacity to build Brand Trust first. Furthermore, Online Customer Reviews contribute more strongly to the formation of Brand Trust than Live Streaming. These findings suggest that there are two key stages in forming fashion purchase intentions in marketplaces, particularly among consumers in Makassar.
Co-Authors Abdullah Sanusi, Abdullah Adindah Novihartina Jafar Al-Amin Anastasya Putri Haeruddin Angeline Narinda Thesalyoni Allena Sentosa Ari Susanti Arief Fahmi Lubis Arief Yanto Rukmana Austin Setyawan Oendy Bilyan Putra Sari Callista Gozal Cantika, Diva Carolina Novi Mustikarini Chandra, Fernando Laurence Chelsea Eileena Ishak Cicilia Dewi Cindy Yoel Tanesia Cindy Yoel Tanesia Cindy Yoel Tanesia Cipta C. Perdana Darmawan, Vincent Adelwin David Sundoro Denis Hartanto Denny Eka Axelito Dila Padila Nurhasanah Dina Martha Hutapea Elia Ardyan Evarianto, Jason Frederick Evi Jayanti Yonardi Fachrul Maulana Farrel Laurens Feliks Anggia Binsar Kristian Panjaitan Francesco Chandra Francesco Chandra Francesco Chandra Gefael Triad Gefael Triady Gefael Triady Hamdani, Felicia Haris Maupa Hotman Panjaitan Ivan N. Faronal Ivan, Johanes Jenifer Mariana Wiasal Jessica Adela Anastasya Arnold Jilbert, Julius Joesran, Jessenia Odelia Judijanto, Loso Kasmir Syariati Kenneth Chandra Khadijah Raihana Putri Nufrianto Khaerudin Krisna Dharmawan Lionary Maichal Maichal Maichal Michelle Couwandy Michelle Liamri Michelle Thalia Sawitto Moh Gifari Sono Monalisa Monalisa Muh. Sultan Amin Kevin Sariputra Niodilt Muhamad Ammar Muhtadi Muhammad Sa`ad Trisnawijaya Mustikarini, Carolina Novi Natali Ika Widjaya Novika Ayu Triany Poaler, Amelya Poernomo, Winarto Powell Gian Hartono Putra, Sinar Dharmayana Rahmat Zulfikar Ratna Ayu Pawestri Kusuma Dewi Reni Wulandari Reynard Aaron Arfandy Rival Pahrijal Rosyid Nurrohman S.E., M.M, Dr. Monalisa, Salam, Karta Negara Saununu, Siska Jeanete Shadiq, Muhammad Aththur Sharleen Angelica Wijaya Valerie Aurora Sinar Dharmayana Putra Sinar Dharmayana Putra Sinar Dharmayana Putra St Salmah Sharon Steven Christian Chandra Suade, Yuyun K. M. Suade, Yuyun Karystin Meilisa Syam, Asriah Tjan, Tjan Tjioe, Gabrielle Tommy Thios Tony Antonio Tunggala, Karenina Vanessa Chandra Wijaya, Brigitta Maggie Winarto Poernomo Winarto Poernomo Winy Aurellia Widhyadari Wijaya Yudi Hendrilia Yuyun Karysitin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Suade