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All Journal Jurnal Manajemen Terapan dan Keuangan Kinerja JEJAK ADDIN IQTISHADIA Adi Widya : Jurnal Pengabdian Masyarakat DIJB (Diponegoro International Journal of Business) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Innovation in Business and Economics ADDIN Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal IPTEK Bagi Masyarakat Proceeding ISETH (International Summit on Science, Technology, and Humanity) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Paradoks : Jurnal Ilmu Ekonomi Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Conference Proceedings International Conference on Education Innovation and Social Science
Tulus Haryono, Tulus
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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Journal : Paradoks : Jurnal Ilmu Ekonomi

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The Role of Purchase Intention in Mediating the Impact of Digital Marketing Strategies on Online Shopping Behavior: A Case Study of Fashion Product Consumers in SMEs. Dirgantini, Devi; Haryono, Tulus
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1124

Abstract

In recent years, the issues reveals that millennial interest in purchasing SMEs fashion products has declined in the digital era. This study aims to explores millennial enthusiasm for buying SMEs fashion products amidst the proliferation of digital marketing strategies like live streaming, sales promotions, and celebrity endorsements. Using convenience sampling, the study gathered data from 134 respondents in Central Java through an online survey. The analysis, conducted with Structural Equation Modeling (SEM) and Partial Least Squares (PLS) using SmartPLS 3. The results indicate a positive relationship between purchase intention, celebrity endorsements, and sales promotions towards online shopping behavior. However, live streaming did not directly impact online shopping behavior but had a positive and significant influence through purchase intention. Meanwhile, celebrity endorsements and sales promotions do not have a positive and significant impact on online shopping behavior through purchase intention. The implications of this study suggest that SMEs need to better leverage relevant digital marketing strategies to enhance consumer purchase intentions.  
Co-Authors Ahmad Ikhwan Setiawan, Ahmad Ikhwan Amin Wahyudi Arief Bakhtiar Darmawan, Arief Bakhtiar Asri Laksmi Riyani, Asri Laksmi Batara, Lisa Charisa Budiwati, Christiyaningsih Dirgantini, Devi Dwi Hastjarjo KB, Dwi Dwianto, Rahmad Agus Ekawati Rahayu Ningsih Estu Widarwati Haryanto Haryanto Heri Wijayanto Hunik Sri Runing Sawitri Joko Santoso Marlina, Revy Lidiya Oni Mugi Harsono Rara Sugiarti Rawidyo Putro, Tetuko Retno Purwani Setyaningrum Retno Tanding Suryandari Rianto Rianto Rohwiyati, Rohwiyati Sugiarto, Catur Sulistya, S Suryanadi, Pram Wahyudi, Lilik Wijaya, Ellen Pramesti Yoga Kharisma, Alfin Zemafi, Okindy Dheawara