Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming

This study investigates the impact of live-streaming commerce on the Indonesian fashion industry, with a specific focus on small and medium-sized enterprises (SMEs). It explores how factors like perceived media richness, price fairness, electronic word-of-mouth (eWOM), social media marketing, and brand image influence consumer purchase intentions. The research methodology includes a survey of Indonesian consumers who have engaged in shopping for fashion products via live streaming at least once in the past three months. The findings analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal the pivotal role of media richness, price fairness, and social media marketing in shaping purchase intentions, with brand image emerging as a key mediator. However, electronic word-of-mouth (eWOM) shows less impact. indicating a complex market dynamic. The findings highlight the effectiveness of live streaming as a marketing and sales tool in the digital era. The study contributes valuable insights for SMEs looking to optimize their digital strategies and enhance sales effectiveness in the rapidly evolving e-commerce landscape.