Enhancing Consumer Purchase Decisions through Live Streaming, Brand Image, Viral Marketing, and Turbo Marketing
DOI:
https://doi.org/10.31603/conference.17670Kata Kunci:
live streaming, brand image, viral marketing, turbo marketing, purchase decisionAbstrak
This study aims to examine the influence of live streaming, brand image, viral marketing, and turbo marketing on consumer purchase decisions. The rapid growth of beauty e-commerce has encouraged brands to adopt interactive and responsive digital marketing strategies to attract consumers and strengthen purchase intention. This research employed a quantitative approach using survey data collected from 180 respondents who had experience with or knowledge of Skintific products on Shopee. The data were analysed using SPSS 25. The results indicate that live streaming, brand image, viral marketing, and turbo marketing simultaneously have a significant effect on purchase decisions. Furthermore, the partial test results show that each variable has a positive and significant influence on consumer purchase decisions. These findings suggest that interactive live streaming, a strong brand image, widely disseminated viral marketing, and fast-response marketing strategies are important factors in encouraging consumers to purchase Skintific beauty products through Shopee. This study contributes to the digital marketing literature by highlighting the importance of integrating engagement based and speed-oriented marketing strategies in the beauty industry.
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