The Impact of customer engagement in the promotion of live streaming of marketplace products upon purchase intentions and Customer Acquisition In Kupang City

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Selfiana Goetha
Heny A. Manafe

Abstract

Platform media sosial memungkinkan merek dan perusahaan untuk berinteraksi dengan konsumen di saluran yang mereka pilih, kapan pun dan kapan pun mereka mau. Streaming langsung adalah salah satu aspek media yang dikembangkan organisasi untuk meningkatkan keterlibatan pelanggan. Penelitian kami terhadap 96 pengguna fungsi streaming langsung mengungkapkan pengaruh positif dan signifikan secara statistik pada variabel Niat Beli dan Akuisisi Pelanggan. Hipotesis dan kerangka teoretis kami didukung oleh temuan penelitian ini. Keterlibatan pelanggan dalam sesi streaming langsung dapat memengaruhi niat konsumen untuk melakukan pembelian karena penjual mendorong produk berdasarkan permintaan pelanggan. Dengan kata lain, pelanggan yang secara aktif berpartisipasi atau berkontribusisesi promosi streaming langsung lebih puas dan akhirnya berpengaruh pada niat pembelian. Aktivitas keterlibatan pelanggan adalah strategi untuk mendapatkan pelanggan baru atau menciptakan akuisisi pelanggan.

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How to Cite
Goetha, S., & Heny A. Manafe. (2022). The Impact of customer engagement in the promotion of live streaming of marketplace products upon purchase intentions and Customer Acquisition In Kupang City . Enrichment : Journal of Management, 12(5), 3584-3591. https://doi.org/10.35335/enrichment.v12i5.793

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