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Putri, Anida Juliana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Factors Influencing Consumers Purchase Intention Mediated by Immersive Experience: A research agenda Putri, Anida Juliana
Journal of International Conference Proceedings Vol 7, No 1 (2024): 2024 ICPM Malaysia Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i1.3114

Abstract

The rapid advancement of internet technology has revolutionized everyday life, making online shopping a common phenomenon. Apart from that, with the development of technology, it can change several habits in human life, for example, shopping at the store can now be done via smartphone (online). Technological advances and the development of online shopping have certainly increased competition between businesses, encouraging them to adopt innovative digital promotional strategies. Live streaming features on e-commerce platforms have emerged as a popular tool for businesses to showcase their products and interact with potential buyers. This research aims to determine the influence of social presence on purchase intentions mediated by immersive experiences among Indonesian consumers who engage in live video commerce. The population in this study is Indonesian people who live in West Java with an age range of 14–29 years (1995–2010) and are classified as members of generation Z. It is hoped that these findings can provide valuable insights for businesses to optimize their live streaming campaigns and encourage sales.Keywords: Social Presence, Immersive Experience, Purchase Intention, E-Commerce, and Live Streaming.
Factors Influencing Consumers Purchase Intention Mediated by Immersive Experience: A research agenda Putri, Anida Juliana
Journal of International Conference Proceedings Vol 7, No 1 (2024): 2024 ICPM Malaysia Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i1.3114

Abstract

The rapid advancement of internet technology has revolutionized everyday life, making online shopping a common phenomenon. Apart from that, with the development of technology, it can change several habits in human life, for example, shopping at the store can now be done via smartphone (online). Technological advances and the development of online shopping have certainly increased competition between businesses, encouraging them to adopt innovative digital promotional strategies. Live streaming features on e-commerce platforms have emerged as a popular tool for businesses to showcase their products and interact with potential buyers. This research aims to determine the influence of social presence on purchase intentions mediated by immersive experiences among Indonesian consumers who engage in live video commerce. The population in this study is Indonesian people who live in West Java with an age range of 14–29 years (1995–2010) and are classified as members of generation Z. It is hoped that these findings can provide valuable insights for businesses to optimize their live streaming campaigns and encourage sales.Keywords: Social Presence, Immersive Experience, Purchase Intention, E-Commerce, and Live Streaming.
The Influence of Social Presence on Purchase Intention in Live Video Commerce (Empirical Study in Bandung City) Putri, Anida Juliana; Syahputra, Syahputra; Pradana, Mahir
Journal of Applied Business, Taxation and Economics Research Vol. 4 No. 1 (2024): October 2024
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v4i1.380

Abstract

The rapid development of internet technology has changed the way we live and interact. The increasing number of internet users in Indonesia has encouraged business actors to be more innovative in marketing their products digitally. The emergence of direct shopping features on various social media platforms has revolutionized the way consumers shop, allowing transactions to occur instantly and interactively. There is competition between e-commerce that uses live video features such as Shopee, TikTok, Tokopedia, and Lazada. This study aims to determine the role of social presence on purchase intention mediated by immersive experience and trust in live video commerce features in Indonesia. The research methodology employed is a descriptive and quantitative approach, which utilizes data acquisition techniques through online questionnaires to obtain 385 respondents. Purposive sampling is implemented in conjunction with nonprobability sampling. The data collected will be analyzed using SmartPLS version 3.9. The results of this study found that social presence has no effect on purchase intention. Keywords: Social Presence, Live Video Commerce, Purchase Intention.
Co-Authors Mahir Pradana Syahputra Syahputra