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Advances in Global Economics and Business Journal
Published by The Global Academia Publisher
ISSN : 27237133     EISSN : 27232042     DOI : https://doi.org/10.51748
Core Subject : Economy, Humanities, Science, Education,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Advances in Global Economic And Business Journal is an international, peer-reviewed, open-access, online & print publication of scholarly articles. AGEBJ features publications of original research from all disciplines within business, economy, finance and any related topic. By not excluding papers on the basis of Subject Areas, AGEBJ facilitates the discovery of the connections between papers whether within or between disciplines.It provides: Open-access—freely accessible online, authors retain copyright Fast publication times Peer review by expert, practicing researchers Post-publication tools to indicate quality and impact Community-based dialogue on articles Worldwide media coverage
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 2 Documents
 1 
Search results for , issue "Vol. 4 No. 1 (2023): Advances in Global Economics and Business Journal (AGEBJ)" : 2 Documents clear
How does TikTok Shop Live Streaming Advertising Influence their Consumers' Purchase Intention? Ng Yee Xin; Zing Ying Ngieng; Noor Anis Batrisya; Noor Shahdeena; Muhammad Azriel; Muhammad Rezandi; Kadek Ayu Silvi Septya Dewi; Ramadisto Raez Naqvi
Advances in Global Economics and Business Journal Vol. 4 No. 1 (2023): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

With the progress of time, the use of online shopping platforms has increased tremendously in these years, especially during the Covid-19 pandemic. Live streaming advertising functionality is one of the most powerful marketing tools provided by e-commerce platforms to allow sellers to promote their products and services to e-commerce users through live streaming. As one of the most popular e-commerce platforms in Indonesia and as a rising e-commerce star in Malaysia, TikTok Shop has successfully used live-streaming advertising methods to increase its sales. This study was conducted to investigate the factors that influence consumers' purchase intentions in using live-streaming advertising methods through the TikTok Shop. Primary data and secondary data were needed for this project. A digital questionnaire is created and distributed to 200 respondents to collect data from them as the primary data for this paper. The findings demonstrated that TikTok influencer, interactivity, service quality, sales promotion for branded product, convenient, credibility and addiction influenced the purchase intention of TikTok users. Recommendations and implications were conveyed.
Study of Lazada in Malaysia Reveals the Impact of Social Media Marketing, Brand Trust, And Brand Loyalty on Consumers' Intention to Buy Intan Nur Nisa; Yee Huei Lok; Rosmelisa Yusof; Intan Nur Syaimaa Binti Mohd Bakri; Iskandar Aliff; Ivy Teoh Ai Wei; Pradhipta Hadyan Mahatmaputra; Dian Nanda Septi Nurawalya; Sachin; Rochana M B
Advances in Global Economics and Business Journal Vol. 4 No. 1 (2023): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Lazada Group, which was founded in 2012, is the top online shopping platform in Southeast Asia. During the Covid-19 outbreak, a lot of people have switched to electronic purchasing. Online buying is therefore anticipated to become commonplace in the post-pandemic economy. In Malaysia, Lazada seizes the chance and gains market share. This study intends to investigate if social media marketing, brand trust, and brand loyalty can affect Malaysian Lazada users' purchasing intentions. The information was gathered from 150 Lazada users who joined in the online survey through a google form. The results demonstrate social media marketing, brand trust, and brand loyalty influence Lazada users' purchasing intentions. Thus, this study focused on reference and in-intensity understanding of its correlations and a long-term relationship with its customers.

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