The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta
This research provides an in-depth understanding of the factors that influence Universitas Muhammadiyah Surakarta students' buying interest in Shopee e-commerce. One of the findings shows that Live Streaming does not have a significant influence on purchasing interest on the platform. Neverthe...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2024-03-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/4751 |
| _version_ | 1827300087497228288 |
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| author | Revi Oktaviani Purwaningrum Edy Purwo Saputro |
| author_facet | Revi Oktaviani Purwaningrum Edy Purwo Saputro |
| author_sort | Revi Oktaviani Purwaningrum |
| collection | DOAJ |
| description |
This research provides an in-depth understanding of the factors that influence Universitas Muhammadiyah Surakarta students' buying interest in Shopee e-commerce. One of the findings shows that Live Streaming does not have a significant influence on purchasing interest on the platform. Nevertheless, an interesting finding is that Brand Awareness and Brand Image, two important aspects of brand marketing strategy, have a positive and significant influence on purchase intention. This indicates that brand awareness and image have a more dominant role in influencing purchasing decisions than live-streaming factors among students. This positive influence shows that efforts to increase awareness and build a strong brand image can be an effective strategy in increasing buying interest in Shopee e-commerce among students. Therefore, a deep understanding of how these factors interact with each other can help related parties develop more effective marketing strategies and strengthen brand positions in an increasingly competitive market.
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| first_indexed | 2024-04-24T15:47:03Z |
| format | Article |
| id | doaj.art-66da65ada06547a3967b44a44ab8dc92 |
| institution | Directory Open Access Journal |
| issn | 2621-606X |
| language | English |
| last_indexed | 2024-04-24T15:47:03Z |
| publishDate | 2024-03-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj.art-66da65ada06547a3967b44a44ab8dc922024-04-01T14:42:06ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2024-03-017210.31538/iijse.v7i2.4751The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah SurakartaRevi Oktaviani PurwaningrumEdy Purwo Saputro This research provides an in-depth understanding of the factors that influence Universitas Muhammadiyah Surakarta students' buying interest in Shopee e-commerce. One of the findings shows that Live Streaming does not have a significant influence on purchasing interest on the platform. Nevertheless, an interesting finding is that Brand Awareness and Brand Image, two important aspects of brand marketing strategy, have a positive and significant influence on purchase intention. This indicates that brand awareness and image have a more dominant role in influencing purchasing decisions than live-streaming factors among students. This positive influence shows that efforts to increase awareness and build a strong brand image can be an effective strategy in increasing buying interest in Shopee e-commerce among students. Therefore, a deep understanding of how these factors interact with each other can help related parties develop more effective marketing strategies and strengthen brand positions in an increasingly competitive market. https://e-journal.uac.ac.id/index.php/iijse/article/view/4751Live StreamingBrand AwarenessBrand ImagePurchase InterestE-Commerce |
| spellingShingle | Revi Oktaviani Purwaningrum Edy Purwo Saputro The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta Indonesian Interdisciplinary Journal of Sharia Economics Live Streaming Brand Awareness Brand Image Purchase Interest E-Commerce |
| title | The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta |
| title_full | The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta |
| title_fullStr | The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta |
| title_full_unstemmed | The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta |
| title_short | The Influence of Live Streaming, Brand Awareness, and Brand Image on Purchase Interest in Shopee E-Commerce among Students of Universitas Muhammadiyah Surakarta |
| title_sort | influence of live streaming brand awareness and brand image on purchase interest in shopee e commerce among students of universitas muhammadiyah surakarta |
| topic | Live Streaming Brand Awareness Brand Image Purchase Interest E-Commerce |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/4751 |
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