Analisis Perbandingan Pengaruh Live Streaming dan Interactive Content terhadap Konversi Pembelian Pada Perusahaan Fesyen di Bandung
DOI:
https://doi.org/10.58812/jmws.v3i03.1060Kata Kunci:
Live Streaming, Interactive Content, Industri Fesyen, Konversi Pembelian, Structural Equation ModelingAbstrak
Penelitian ini menyelidiki dampak dari live streaming dan konten interaktif terhadap konversi pembelian dalam konteks sebuah perusahaan fesyen di Bandung. Melalui analisis kuantitatif dengan menggunakan Structural Equation Modeling (SEM), data dikumpulkan dari 110 pelanggan untuk menilai hubungan antara live streaming, konten interaktif, dan konversi pembelian. Model pengukuran menunjukkan reliabilitas dan validitas yang memuaskan, sementara model struktural mengungkapkan efek langsung dan tidak langsung yang signifikan dari live streaming dan konten interaktif terhadap konversi pembelian. Temuan ini menunjukkan bahwa live streaming dan konten interaktif memainkan peran penting dalam mendorong perilaku pembelian di kalangan konsumen. Selain itu, model tersebut menunjukkan relevansi prediktif yang kuat untuk konversi pembelian, menggarisbawahi pentingnya strategi pemasaran digital ini dalam industri fesyen. Studi ini berkontribusi pada literatur yang ada dengan memberikan bukti empiris tentang efektivitas live streaming dan konten interaktif dalam meningkatkan konversi pembelian, menawarkan wawasan yang berharga bagi perusahaan fesyen yang berusaha untuk mengoptimalkan upaya pemasaran digital mereka.
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