The Influence of Live Streaming and Video Content on Consumer Purchase Interest in Clothing Products at Zonatshirt045 Bandung
Keywords:
Live Streaming, Video Content, Purchase Intention, Digital MarketingAbstract
The development of digital technology has transformed the way businesses market their products, including in the fashion industry. Social media platforms like TikTok have now become key platforms for building communication between brands and consumers. Live streaming and video content are widely used digital marketing strategies, considered to be more interactive and emotional in engaging audiences. Zonatshirt045, a local brand in Bandung, utilizes these two strategies to promote its clothing products to the young, social media-active segment. This study aims to determine the effect of live streaming and video content on consumer purchase intention for clothing products at Zonatshirt045 Bandung. The method used was quantitative with a descriptive verification approach. Data collection was conducted through questionnaires with respondents who were students or young consumers who had been exposed to Zonatshirt045's digital content. The results of this study are expected to provide a deeper understanding of the effectiveness of digital marketing strategies in increasing purchase intention and serve as a practical reference for fashion businesses.
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