Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal IIJSE
Ananda Desmayonda
Institut Pertanian Bogor, Bogor, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Live Streaming and Short Video Marketing in E-Commerce: an AISAS Model Analysis Ananda Desmayonda; Alim Setiawan Slamet; Jono M. Munandar; Furqon Syarief Hidayatulloh
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8407

Abstract

In recent years, the development of digital technology has driven significant changes in Indonesian consumption patterns, as reflected in the widespread use of e-commerce as a primary shopping platform. This study aims to examine the influence of live streaming and short video marketing on consumer behavior stages based on the AISAS (Attention, Interest, Search, Action, Share) model. The study involved 312 respondents who were active users of e-commerce platform XYZ in the Greater Jakarta area, selected through a purposive sampling technique. The research instrument was an online questionnaire that met the validity and reliability criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with SmartPLS version 4.0 software. The results show that both live streaming and short video marketing have a positive and significant influence on all stages of the AISAS model. These findings indicate that interactive, visually oriented marketing strategies can effectively enhance attention, stimulate interest, encourage information searches, and drive purchase and sharing decisions on e-commerce platforms.
Co-Authors Alim Setiawan Slamet Furqon Syarief Hidayatulloh Jono M. Munandar