The Influence of Marketing Mix on Purchasing Decisions on E-Commerce Live Streaming Platforms

Page Numbers: 1-25
Published: 2024-03-26
Digital Object Identifier: 10.58578/ijemt.v2i1.2827
Save this to:
Article Metrics:
Viewed : 724 times
Downloaded : 389 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (0.00)
Connected Papers:
Connected Papers


Please do not hesitate to contact us if you would like to obtain more information about the submission process or if you have further questions.




  • Rizky Nanda Verina Institut Agama Islam Tazkia, Indonesia
  • Rininta Nurrachmi Institut Agama Islam Tazkia, Indonesia
  • Afif Zaerofi Institut Agama Islam Tazkia, Indonesia

Abstract

This study aims to examine the influence of marketing mix (product, price, promotion, people, and process on purchasing decisions on E-commerce Live streaming platforms such as Shopee Live and Tiktok Live. The population of this study is consumers in Indonesia who have shopped through Live streaming commerce. The type of research used is quantitative research. Data analysis techniques using Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9 applications. The research sample was 252 respondents, data were obtained using questionnaires with a Likert scale of 1-6. The results showed that price, promotion and people had a positive and significant effect on purchasing decisions. While products and processes do not have a significant effect on purchasing decisions in live streaming commerce.

Keywords: Marketing mix; Purchasing decisions; Sharia Business Ethics; Live streaming commerce
Share Article:

Citation Metrics:



Downloads

Download data is not yet available.
How to Cite
Verina, R. N., Nurrachmi, R., & Zaerofi, A. (2024). The Influence of Marketing Mix on Purchasing Decisions on E-Commerce Live Streaming Platforms. International Journal of Education, Management, and Technology, 2(1), 1-25. https://doi.org/10.58578/ijemt.v2i1.2827

References

Agnihotri, R., Rapp, A., & Trainor, K. (2009). Understanding the role of information communication in the buyer-seller exchange process: Antecedents and outcomes. Journal of Business and Industrial Marketing, 24(7), 474–486. https://doi.org/10.1108/08858620910986712

Ali, Z. M. (n.d.). Etika Jual Beli Online Dalam Islam Online Business Ethics in Islam‬. www.jurnal.ugm.ac.id‬‬‬‬‬‬

Al-Salem, S. M. (2019). Influential parameters on natural weathering under harsh climatic conditions of mechanically recycled plastic film specimens. Journal of Environmental Management, 230, 355–365. https://doi.org/10.1016/j.jenvman.2018.09.044

Amir, I., & Widiyanti, A. (n.d.). Celebgram Endorsement And Product Quality, How Does It Influence The Interest To Shop Online?

Andreti, J., Zhafira, N. H., Akmal, S. S., & Kumar, S. (n.d.). The Analysis of Product, Price, Place, Promotion and Service Quality on Customers’ Buying Decision of Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia. 2. www.managementjournal.info

Arief, M., Mustikowati, R. I., & Chrismardani, Y. (n.d.). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. https://doi.org/10.1108/LBSJMR-09-2022-0052

Booms, B. H., & Bitner, M. J. (n.d.). Marketing Services by Managing the Environment How hospitality managers can combine current service-marketing strategies with environmental-psychology theories to satisfy their customers.

Bower, A. B. (2001). Highly attractive models in advertising and the women who loathe them: The implications of negative affect for spokesperson effectiveness. Journal of Advertising, 30(3), 51–63. https://doi.org/10.1080/00913367.2001.10673645

Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837

Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157

Deshields, O. W. A. *, Kara, A., & Kaynak, E. (1996). Marketing Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson. In II ELSEVIER Intern. J. of Research in Marketing (Vol. 13).

Fadhilla, F., & Farmania, A. (2017). E-commerce in Indonesia: Purchasing decision of shopping online. ACM International Conference Proceeding Series, Part F128637, 60–64. https://doi.org/10.1145/3092027.3092043

Fondevila-Gascón, J. F., Polo-López, M., Rom-Rodríguez, J., & Mir-Bernal, P. (2020). Social media influence on consumer behavior: The case of mobile telephony manufacturers. Sustainability (Switzerland), 12(4). https://doi.org/10.3390/su12041506

Gorn, G., Pham, M. T., & Sin, L. Y. (2001). When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa). Journal of Consumer Psychology, 11(1), 43–55. https://doi.org/10.1207/S15327663JCP1101_4

Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.767876

Ha, S. H., Bae, S. Y., & Son, L. K. (2015). Impact of online consumer reviews on product sales: Quantitative analysis of the source effect. Applied Mathematics and Information Sciences, 9(2), 373–387. https://doi.org/10.12785/amis/092L12

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (n.d.). A primer on partial least squares structural equation modeling (PLS-SEM).

Hanaysha, J. (2016). The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia. International Journal of Innovation, Management and Technology, 7(2), 46–51. https://doi.org/10.18178/ijimt.2016.7.2.643

Hanaysha, J. R. (2018a). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034

Hanaysha, J. R. (2018b). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102

Heijden, H. Van Der, Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41–48. https://doi.org/10.1057/palgrave.ejis.3000445

Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20–31. https://doi.org/10.1111/j.1467-839X.2008.01266.x

Ho, C. I., Liu, Y., & Chen, M. C. (2022). Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective. Information (Switzerland), 13(5). https://doi.org/10.3390/info13050239

Ho, R. C., & Rajadurai, K. G. (2019). Live Streaming Meets Online Shopping in the Connected World (pp. 130–142). https://doi.org/10.4018/978-1-5225-9697-4.ch008

Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? Journal of Marketing, 77, 37–53.

Hu, M., & Chaudhry, S. S. (2020a). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082

Hu, M., & Chaudhry, S. S. (2020b). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082

Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions. In International Journal of Advertising (Vol. 41, Issue 1, pp. 1–5). Taylor and Francis Ltd. https://doi.org/10.1080/02650487.2022.2031729

Keeling, K., McGoldrick, P., & Beatty, S. (2010). Avatars as salespeople: Communication style, trust, and intentions. Journal of Business Research, 63(8), 793–800. https://doi.org/10.1016/j.jbusres.2008.12.015

Kergoat, M., Meyer, T., & Merot, A. (2017). Picture-based persuasion in advertising: the impact of attractive pictures on verbal ad’s content. Journal of Consumer Marketing, 34(7), 624–635. https://doi.org/10.1108/JCM-01-2016-1691

Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241–252. https://doi.org/10.1016/j.elerap.2011.06.003

Köksal, Y., & Spahiu, O. (2014). The efficiency of monetary and non-monetary sales promotions on brand preference: a case of Albanian GSM companies *. İstanbul Üniversitesi İşletme Fakültesi Dergisi Istanbul University Journal of the School of Business Cilt, 43(2), 319–331. www.ifdergisi.org

Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173. https://doi.org/10.1108/13555850810864533

Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product and Brand Management, 25(4), 345–356. https://doi.org/10.1108/JPBM-09-2015-0969

Koyuncu, C., & Bhattacharya, G. (2004). The impacts of quickness, price, payment risk, and delivery issues on on-line shopping. Journal of Socio-Economics, 33(2), 241–251. https://doi.org/10.1016/j.socec.2003.12.011

Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54. https://doi.org/10.1016/j.jretconser.2019.102027

Leban, M., Thomsen, T. U., von Wallpach, S., & Voyer, B. G. (2021). Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle. Journal of Business Ethics, 169(2), 225–239. https://doi.org/10.1007/s10551-020-04485-6

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005

Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match-up, and consumer gender difference. European Journal of Marketing, 45(7), 1214–1235. https://doi.org/10.1108/03090561111137688

Lo, P. S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K. B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Lowry, P. B. , G. J. , & M. G. D. (2015). (n.d.). SSRN-id2534937 (1).

Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You watch, you give, and you engage: A study of live streaming practices in China. Conference on Human Factors in Computing Systems - Proceedings, 2018-April. https://doi.org/10.1145/3173574.3174040

Ma, E., Liu, J., & Li, K. (2023). Exploring the mechanism of live streaming e-commerce anchors’ language appeals on users’ purchase intention. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1109092

Madrigal Moreno, S., Alfaro Calderón, G. G., & Madrigal Moreno, F. (2016). Social Media Marketing Perspectives in the Organization in Morelia, Mexico. International Journal of Marketing Studies, 8(2), 128. https://doi.org/10.5539/ijms.v8n2p128

Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133–146. https://doi.org/10.1016/j.jretconser.2018.01.017

Mehrabian, A. (1996). Analysis of the big-five personality factors in terms of the PAD temperament model. Australian Journal of Psychology, 48(2), 86–92. https://doi.org/10.1080/00049539608259510

Mertzanis, C. (2016). The absorption of financial services in an Islamic environment. Journal of Economic Behavior and Organization, 132, 216–236. https://doi.org/10.1016/j.jebo.2016.10.025

Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012

Moser, C., Schoenebeck, S. Y., & Resnick, P. (2019, May 2). Impulse buying: Design practices and consumer needs. Conference on Human Factors in Computing Systems - Proceedings. https://doi.org/10.1145/3290605.3300472

Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9–10), 1173–1202. https://doi.org/10.1108/03090560710773390

Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221

Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021a). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2). https://doi.org/10.1016/j.digbus.2021.100008

Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021b). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2). https://doi.org/10.1016/j.digbus.2021.100008

Nguyen, D. H., de Leeuw, S., & Dullaert, W. E. H. (2018). Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review. In International Journal of Management Reviews (Vol. 20, Issue 2, pp. 255–276). Blackwell Publishing Ltd. https://doi.org/10.1111/ijmr.12129

Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. https://doi.org/10.21776/ub.jam.2019.017.04.09

Ozmen, E. S., ÖNer, M. A., Khosrowshahi, F., & Underwood, J. (2014). Smes’ purchasing habits: A procurement maturity model for stakeholders. SAGE Open, 4(2). https://doi.org/10.1177/2158244014536405

Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the Role of Social Media for SMEs: As a New Marketing Strategy Tool for the Firm Performance Perspective. Procedia - Social and Behavioral Sciences, 150, 511–520. https://doi.org/10.1016/j.sbspro.2014.09.067

PB Lowry, J. G. G. M. (n.d.). SSRN-id2534937 (3).

Peukert, C., Pfeiffer, J., Meißner, M., Pfeiffer, T., & Weinhardt, C. (2019). Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption. Journal of Management Information Systems, 36(3), 755–788. https://doi.org/10.1080/07421222.2019.1628889

Prasetyono, A. S., Suyono, J., Artaya, P., & Faviandhi, Q. (n.d.). The Impact of Promotion and Price on Purchase Decision Consumers at Marketplace Shopee.

Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.938726

Rares, A., & Jopie Jorie, R. (2015). The Effect Of The Price, Promotion, Location, Brand Image And Quality Products Towards The Purchase Decision Of Consumers At Bengkel Gaoel Store Manado Town Square. 3(2), 592–604.

Razzaque, M. A., & Chaudhry, S. N. (2013). Religiosity and Muslim consumers’ decision-making process in a non-Muslim society. Journal of Islamic Marketing, 4(2), 198–217. https://doi.org/10.1108/17590831311329313

Rohmah, Y. M., Zaerofi, A., & Rachmawaty, R. (n.d.). IDEAS: Journal of Management and Technology The Impact Of Viral Marketing On Consumer’s Trust And Purchasing Decision. Ideas: Journal of Management and Technology, 1(2), 22–27. http://e-journal.president.ac.id/presunivojs/index.php/IDEAS

Ryu, E. A., & Han, E. K. (2021). Social media influencer’s reputation: Developing and validating a multidimensional scale. Sustainability (Switzerland), 13(2), 1–18. https://doi.org/10.3390/su13020631

Saleem, M., Mateen Khan, M., Ekhlaque Ahmed, M., Ali Neha Shah, S., Rafiq Surti, S., & Khan, M. (2018). Online Grocery Shopping and Consumer Perception: A Case of Karachi Market in Pakistan. Journal of Internet and E-Business Studies, 2018. https://doi.org/10.5171/2018

Santoso, A., & Sispradana, A. (2021). Analysis toward purchase decision determinant factors. Asian Management and Business Review, 1(2), 155–164. https://doi.org/10.20885/ambr.vol1.iss2.art7

Senggetang, V., Mandey, S. L., Moniharapon, S., & Lokasi…, P. (2019). Pembelian Konsumen Pada Perumahan Kawanua Emerald City Manado The Influence Of Location, Promotion And Price Perception To Consumer Purchase On Kawanua Emerald City Manado Housing. Jurnal EMBA, 7(1), 881–890.

Shiu, J. Y., Liao, S. T., & Tzeng, S. Y. (2023). How does online streaming reform e-commerce? An empirical assessment of immersive experience and social interaction in China. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-01731-w

Singh, R. (2019). Why do online grocery shoppers switch or stay? An exploratory analysis of consumers’ response to online grocery shopping experience. International Journal of Retail and Distribution Management, 47(12), 1300–1317. https://doi.org/10.1108/IJRDM-10-2018-0224

Song, C. ;, & Liu, Y.-L. (n.d.). Standard-Nutzungsbedingungen. http://hdl.handle.net/10419/238054

Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003

Van de Sompel, D., & Vermeir, I. (2016). The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children. International Journal of Consumer Studies, 40(5), 575–582. https://doi.org/10.1111/ijcs.12302

Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022a). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work: CSCW: An International Journal, 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2

Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022b). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work: CSCW: An International Journal, 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2

Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032

Xie, Y., Du, K., & Gao, P. (2022). The influence of the interaction between platform types and consumer types on the purchase intention of live streaming. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1056230

Xu, X., Li, Q., Peng, L., Hsia, T. L., Huang, C. J., & Wu, J. H. (2017). The impact of informational incentives and social influence on consumer behavior during Alibaba’s online shopping carnival. Computers in Human Behavior, 76, 245–254. https://doi.org/10.1016/j.chb.2017.07.018

Zainul, N., Osman, F., & Mazlan, S. H. (2004). E-Commerce from an Islamic perspective. Electronic Commerce Research and Applications, 3(3), 280–293. https://doi.org/10.1016/j.elerap.2004.01.002

Zhang, S., & Zhang, J. (2020). Agency selling or reselling: E-tailer information sharing with supplier offline entry. European Journal of Operational Research, 280(1), 134–151. https://doi.org/10.1016/j.ejor.2019.07.003

Zheng, Q., Chen, J., Zhang, R., & Wang, H. H. (2020). What factors affect Chinese consumers’ online grocery shopping? Product attributes, e-vendor characteristics and consumer perceptions. China Agricultural Economic Review, 12(2), 193–213. https://doi.org/10.1108/CAER-09-2018-0201

Zhong, G. (2019). E-Commerce Consumer Privacy Protection Based on Differential Privacy. Journal of Physics: Conference Series, 1168(3). https://doi.org/10.1088/1742-6596/1168/3/032084

Zhu, A., & Tan, J. (n.d.). Title Effectiveness of blog advertising: Impact of communicator expertise,advertising intent, and product involvement: ICIS 2007 breakthrough ideas in information technology. http://scholarbank.nus.edu.sg/handle/10635/42660