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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Matovani, Satria Rafi Athaullah
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Decision Sciences, Operations Research & Management

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The Influence of Live-Streaming Commerce and Brand Recognition on The Intention to Purchase the Erigo Brand Matovani, Satria Rafi Athaullah
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.20

Abstract

Purpose – This study aims to examine the effect of live-streaming commerce and brand recognition on purchase intention of the “Erigo” brand through TikTok live shopping.    Design/methodology/approach – This causal quantitative study involved 190 Erigo consumers in Malang City, selected using a non-probability sampling method. Data were analyzed using multiple linear regression.   Findings – The results show that live-streaming commerce and brand recognition have a positive and significant effect on purchase intention. Live-streaming commerce is the most dominant factor influencing purchase intention, indicating that consumers tend to purchase during live shopping sessions on TikTok.   Originality/value – This study highlights the growing role of live-streaming commerce as a dominant digital marketing strategy in influencing purchase intention in the fashion industry, particularly for local brands like Erigo.  
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