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Setiadi, Rafka Islaudyn Putra
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF LIVE-STREAMING MARKETING TYPES ON THE BUYING INTEREST OF GENERAL Z CONSUMERS IN BUYING CLOTHES Setiadi, Rafka Islaudyn Putra; Arafah, Willy
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76566

Abstract

Abstract: Advances in digital technology have driven the emergence of innovative marketing strategies, one of which is live-streaming marketing, which is now widely adopted in the fashion industry. This research explores howProfessional Live-streaming MarketingAndEntertainment Live-streaming Marketinginfluence Gen Z's desire to purchase fashion products. This study also examines whetherSocial Influence Mechanismplays a role in this relationship. Data was collected from 122 Gen Z individuals (18-26 years old) in Greater Jakarta who watchedlive-streaming fashion, with analysis conducted using SEM. The findings show that both types of live streaming positively influence Purchase Intention. Most importantly,Social Influence Mechanismwas found to be a key mediator. This implies that fashion brands should combine useful information with engaging content and encourage interaction to increase Gen Z purchases.Keywords: Live Streaming Marketing, Social Influence Mechanism, Purchase Intention, Gen Z
Co-Authors Willy Arafah, Willy