Impact of Digital Influencer, Live Streaming Shopping, and Social Media Marketing on Purchase Intention With Customer Engagement As a Mediation Variable (Study Case at PT. ABC)

Abstrak

This study evaluates the influence of digital influencers, live streaming shopping, and social media marketing on purchase intention, with customer engagement as a mediating variable. The research focuses on PT. ABC, a retail bag company experiencing declining sales despite the rapid growth of e-commerce and social media. Using a quantitative approach and survey method, data were collected from active consumers on digital platforms and analyzed through linear regression and mediation tests. The study involved 97 respondents, providing sufficient data to analyze the relationships between variables. The results show that all three digital marketing strategies positively and significantly affect purchase intention. Digital influencers build trust through authentic content, live streaming shopping enhances interactive relationships that drive purchasing decisions, and social media marketing captures attention and enthusiasm with engaging content. Customer engagement plays a crucial mediating role, amplifying the overall impact of these strategies. Practical implications include selecting relevant influencers, maximizing live streaming features, and designing innovative social media campaigns to enhance marketing effectiveness. The findings provide theoretical contributions to understanding customer engagement in digital marketing, offering insights for businesses to adapt to dynamic market demands while strengthening customer relationships and increasing sales.