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Putri Nabila
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Journal : Journal Economic Excellence Ibnu Sina

 1 
Pengaruh Viral Marketing dan Live Streaming Terhadap Keputusan Pembelian Konsumen Pada Toko Nabila Fashion Putri Nabila; Ismunandar Ismunandar; Ovriyadin Ovriyadin
Journal Economic Excellence Ibnu Sina Vol. 2 No. 3 (2024): September : Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v2i3.1576

Abstract

Technological developments have changed consumer behavior in purchasing fashion products, especially through online platforms and social media. Viral marketing and live streaming are the main strategies in influencing purchasing decisions by reaching consumers widely and in real-time. This research aims to explore the influence of these two strategies on consumer purchasing decisions at the Nabila Fashion Store. This study identified several problems such as less interesting viral content, lack of product explanations from influencers, unstable networks during live streaming, promotions that are too long, and lack of consistency in promotions via social media. Based on this background, the research problem formulation includes the partial influence of viral marketing, the partial influence of live streaming, and the simultaneous influence of both on consumer purchasing decisions. The research results show that both viral marketing and live streaming have a significant influence on purchasing decisions. Viral marketing helps in disseminating product information quickly and effectively, while live streaming provides direct experiences to consumers, influencing purchasing decisions through real-time interactions and exclusive promotional offers. In conclusion, the implementation of viral marketing and live streaming can increase consumer purchasing decisions at the Nabila Fashion Store. Recommendations include improving the quality of viral content, improving network stability during live streaming, shortening the duration of promotions, and increasing consistency in promotions via social media to maximize influence on consumer purchasing decisions.
Co-Authors Achmad Masfi Aditya, Ronal Surya Afrahul Fadhila Daulay Ahmad Ahmad Muchlis Bella Nafisah Belly Lestari Busyra Azheri Dessy Amelia Dewi Fatimah Putri Maulidah Dinta Sugiarto Eri Yanuar Akhmad Budi Sunaryo Ervizal A.M. Zuhud Fadhil Fadhlur Rohman Fadilla Murni Fahirah Mayangsari Fatima Az-Zahra Filaila Dekautsar Gematullah Gematullah Hilyatul Hifziah Ismunandar Lucky Saputra M. Hafiz Alfiandi M.Fahri Masayu Alifah Saznabila Meity Suryandari muhamad ilham fhatona Muhammad Akbar Muhammad Angga Syahputra Muhammad Ilham Fhatona Muhammad Putra Ramadhan Muhd. Arief Al Husaini Nasution, Ahmad Rizki Marganti Nesi Putri Sari Nurfadillah.s Nurma Afiani Nurul Evi Nurul Ulmi Ovriyadin Ovriyadin Pambudi, Putri Qory Tifani Rahmatika Rachmad Hermawan Rahmad Yandi Madani Rahmah Rihhadatul ‘Aisy Rendy Ardiansyah ReshiHadriyahrahmadana Reski Ramadani Rikasari Riska Yanti Rismawati Rizki Rahmayanti Ryan Aulia Amanda Saumi, Fazrina Sendi Al Fadil Sepriyan Pangestu Septianingrum, Gita Ayu Ajeng Sifa Qorita Aeni SITI FAUZIYAH NUR Siti Nurhayati Suci Syahrawani Suherdi Sulfiana Syahidah Rena Winata ardiana Yesi " Yhenti Widjayanti Zulmahdi herli