Pengaruh Social Media Marketing dan Live Streaming Terhadap Keputusan Pembelian Konsumen pada Brand Maglenn.id Dengan Customer Engagement Sebagai Variabel Intervening

Abstract

This study aims to analyze the influence of Social Media Marketing and Live Streaming on consumer purchasing decisions at the Maglenn.id brand, with Customer Engagement as an intervening variable. In the rapidly evolving digital era, the use of social media and interactive features such as Live Streaming has become a vital marketing strategy, particularly for MSMEs in the fashion sector. This research adopts a quantitative approach using a survey method involving 140 respondents who are customers of Maglenn.id. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method via SmartPLS 4.0 software. The results show that Social Media Marketing and Live Streaming have a positive and significant effect on Customer Engagement, which in turn significantly influences purchasing decisions. Additionally, Social Media Marketing and Live Streaming also directly affect consumer purchasing decisions. Customer Engagement is proven to act as a mediating variable that strengthens the relationship between digital marketing strategies and consumer purchasing decisions. This research provides strategic implications for fashion MSMEs to better leverage digital interaction to enhance customer loyalty and purchase behavior.