THE EFFECT OF DIGITAL MARKETING ON PURCHASE INTENTION ON ONLINE SALES IN LIVE STREAMING

Abstract

This research aims to determine digital marketing on purchase intention on online sales in live streaming. The research approach that researchers will use is a quantitative approach. Quantitative methods are an approach that primarily uses positivist (concrete data) in efforts to develop science by examining certain populations or samples. Researchers collected research data using a survey method by distributing questionnaires to impulsive buying intentions influencing purchase decisions on live streaming on Marsha Ozawa and Jonathan Liandi's Youtube Channel located around Jabodetabek. Based on the results of the research described previously, there are several conclusions that can be drawn in this research. First, TokoMarsha.com shows a good level of accessibility with a responsive and user-friendly design. This allows customers with varying accessibility needs to navigate the site easily, increasing market outreach potential. Then TokoMarsha.com utilizes interactive features such as customer reviews, online chat, and other interactive tools to increase user engagement. This interactivity can strengthen the connection between customers and brands, and increase the chances of conversion. Then, through creative strategies and interesting content, TokoMarsha.com provides a pleasant online shopping experience. Users not only search for products but also feel entertained throughout their journey on the site, which can increase brand appeal. TokoMarsha.com ensures its credibility by presenting clear and accurate information about their products and services. Safety certifications, customer testimonials, and transparent return policies can increase consumer trust.