The Effect of Live Streaming Interaction on Consumers' Purchase Intention in Bandung City: Social Presence as a Mediation Factor

The Effect of Live Streaming Interaction on Consumers' Purchase Intention in Bandung City: Social Presence as a Mediation Factor

In the digital era, live streaming has emerged as a widely used marketing strategy across e-commerce platforms. Social presence—defined as the perceived sense of social interaction during live streaming—is believed to significantly influence consumers’ purchase intentions. However, limited research...

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Bibliographic Details
Main Authors: Luki Ramdani, Rita Komaladewi, R Thomas Budhayawan Yudha
Format: Article
Language:English
Published: Universitas KH Abdul Chalim, Prodi Ekonomi Syariah 2025-07-01
Series:Indonesian Interdisciplinary Journal of Sharia Economics
Subjects:
Live Streaming
Social Presence
Purchase Intention
Online Access:https://e-journal.uac.ac.id/index.php/iijse/article/view/7276
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