The Influence of Event Marketing, Live Streaming, and Influencer Credibility on Online Purchase Intention in the 'Clash of Champion' Event on the YouTube Platform with Customer Engagement as a Mediating Variable

Fitriana Ayu Eka Safina, Heru Tri Sutiono

Abstract


This study aims to examine the influence of event marketing, live streaming, and influencer marketing on online purchase intention in the "Clash of Champion" event by Ruang Guru, with customer engagement as a mediating variable. The research was conducted through a survey using a questionnaire as the data collection tool. The sample consisted of 121 respondents who were viewers of the "Clash of Champion" event. The sampling method employed in this study was purposive sampling. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique. The results indicate that: (1) Event marketing has a positive and significant influence on the online purchase intention of Ruang Guru's products. (2) Live streaming also has a significant impact on online purchase intention. (3) Influencer credibility positively affects online purchase intention. (4) Customer engagement is proven to have a positive effect on online purchase intention. (5) Event marketing, live streaming, and influencer credibility, when mediated by customer engagement, have a significant impact on online purchase intention.


Keywords


event marketing; live streaming; influencer credibility; customer engagement; online purchase intention

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References


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DOI: https://doi.org/10.24167/jmbe.v7i2.13310

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