Main Article Content
Abstract
In recent years, the issues reveals that millennial interest in purchasing SMEs fashion products has declined in the digital era. This study aims to explores millennial enthusiasm for buying SMEs fashion products amidst the proliferation of digital marketing strategies like live streaming, sales promotions, and celebrity endorsements. Using convenience sampling, the study gathered data from 134 respondents in Central Java through an online survey. The analysis, conducted with Structural Equation Modeling (SEM) and Partial Least Squares (PLS) using SmartPLS 3. The results indicate a positive relationship between purchase intention, celebrity endorsements, and sales promotions towards online shopping behavior. However, live streaming did not directly impact online shopping behavior but had a positive and significant influence through purchase intention. Meanwhile, celebrity endorsements and sales promotions do not have a positive and significant impact on online shopping behavior through purchase intention. The implications of this study suggest that SMEs need to better leverage relevant digital marketing strategies to enhance consumer purchase intentions.
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References
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
- Ali, A., & Muhammad, K. (2021). Impact of Promotional Tools on Consumer Buying Behavior: A Case of FMCG Industry. Journal of Marketing Strategies, 3(1), 44–67. https://doi.org/10.52633/jms.v3i1.34
- Amalia, R., & Rahayu, P. (2022). Pengaruh Online Advertising Terhadap Purchase Intention Yang Dimediasi Oleh Flow Experience Dan Advertising Value Pada Produk Smartphone VIVO. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen , 7(3), 455–468. http:jim.unsyiah.ac.id/ekm
- Dinova, S., & Suharyati. (2023). Pengaruh Live Streaming Shopping dan Flash Sale Terhadap Pembelian Implusif Pengguna Shopee di Kecamatan Jatinegara. Journal Of Young Entrepreneurs, 2(4), 88–102.
- Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
- Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
- Hair et al. (2006). Multivariate_Data_Analysis_7th_Edition.pdf (pp. 1–761).
- Khare, A., & Rakesh, S. (2011). Antecedents of Online Shopping Behavior in India: An Examination. Journal of Internet Commerce, 10(4), 227–244. https://doi.org/10.1080/15332861.2011.622691
- Khatri, P. (2022). Celebrity Endorsement. Encyclopedia of Tourism Management and Marketing, 452–454. https://doi.org/10.4337/9781800377486.celebrity.endorsement
- Kredivo. (2020). Indonesian E-Commerce Consumer Behavior Report.
- Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4), 1–15. https://doi.org/10.1177/21582440221139469
- Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
- Melvin Chandraa, Dyah Wahyusumkaningsih, E. sriwardiningsih. (2020). The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia. Transportation Research Procedia, 00(2023), 329–336. https://doi.org/10.1016/j.trpro.2023.11.925
- Meng, L. (Monroe), Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63(July), 102733. https://doi.org/10.1016/j.jretconser.2021.102733
- Miah, M. R., Hossain, A., Shikder, R., Saha, T., & Neger, M. (2022). Evaluating the impact of social media on online shopping behavior during COVID-19 pandemic: A Bangladeshi consumers’ perspectives. Heliyon, 8(9), e10600. https://doi.org/10.1016/j.heliyon.2022.e10600
- Monica Putri, M. (2023). Pengaruh Live Streaming Content Terhadap Impulsive Buying Dengan Consumer Trust Sebagai Variabel Intervening Produk Skincare “Somethinc.”
- Montaño, D., & Kasprzyk, D. (2008). Theory of reasoned action, theory of planned behaviour, and the integrated behavioral model. Health Behaviour and Health Education. Theory, Research, and Practice, January, 67–96. https://doi.org/10.1016/S0033-3506(49)81524-1
- Nadaranti, T. (2020). Skripsi penggunaan jasa endorser pada penjualan produk kecantikan di kota parepare.
- Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
- Panjalu, J. F., Muslikhah, R. S., & Utami, T. L. W. (2024). Pemasaran Digital untuk Branding dalam Pengembangan UMKM di Indonesia. Jurnal Informatika Komputer, Bisnis Dan Manajemen, 22(1), 69–79. https://doi.org/10.61805/fahma.v22i1.109
- Pratiwi, C., Ratnaningtyas, A., Adhandayani, A., Psikologi, F., & Unggul, U. E. (2022). KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE. 35–44.
- Putri, G. H., & Patria, B. (2018). Pengaruh Endorsement Selebriti Instagram terhadap Minat Beli Remaja Putri. Gadjah Mada Journal of Professional Psychology (GamaJPP), 4(1), 33. https://doi.org/10.22146/gamajpp.45347
- Rahma, C. F., & Nurhasanah, S. (2022). MANFA ’ AH Journal of Islamic Business and Management Faktor Determinan yang Mempengaruhi Keputusan Pembelian Impulsif pada Media Live Streaming Tiktok. 2(2), 17–26.
- Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159–169. https://doi.org/10.1016/j.jretai.2004.04.001
- Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
- Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage? World Academy of Science, Engineering and Technology, 58(October 2009), 934–939.
- Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
- Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
- Teresha, C., Fazri, A., & Musnaini. (2022). Pengaruh Diskon, Voucher, Dan Cashback Terhadap Minat Konsumen Menggunakan Pembayaran Elektronik Shopeepay. Jurnal Dinamika Manajemen, 10(1), 20–27.
- Triyan Pangastuti. (2023). Populix Ungkap Alasan Pembeli Suka Belanja di Live Shopping. IDN Times.
- Wale, N. B., & Situmorang, T. P. (2023). Analisis Impulsif Buying Pada Belanja Online. INNOVATIVE: Journal Of Social Science Research Volume, 3(3), 4349–4365.
- Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201. https://doi.org/10.1016/j.chb.2012.08.005
- Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border E-Commerce sustainability. Sustainability (Switzerland), 11(10), 1–24. https://doi.org/10.3390/su11102777
- Zhang, C., Zhou, Z., Wang, X., Liu, J., Sun, J., Wang, L., Ye, W., Pan, C., Medical, A., & Zhang, C. (2006). Preceding Research on Cross-Border E-Commerce Purchase Decision-Making: The Moderating Role of Platform-Recommended Advertisement Characteristics. 10, 1–25.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, A., & Muhammad, K. (2021). Impact of Promotional Tools on Consumer Buying Behavior: A Case of FMCG Industry. Journal of Marketing Strategies, 3(1), 44–67. https://doi.org/10.52633/jms.v3i1.34
Amalia, R., & Rahayu, P. (2022). Pengaruh Online Advertising Terhadap Purchase Intention Yang Dimediasi Oleh Flow Experience Dan Advertising Value Pada Produk Smartphone VIVO. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen , 7(3), 455–468. http:jim.unsyiah.ac.id/ekm
Dinova, S., & Suharyati. (2023). Pengaruh Live Streaming Shopping dan Flash Sale Terhadap Pembelian Implusif Pengguna Shopee di Kecamatan Jatinegara. Journal Of Young Entrepreneurs, 2(4), 88–102.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Hair et al. (2006). Multivariate_Data_Analysis_7th_Edition.pdf (pp. 1–761).
Khare, A., & Rakesh, S. (2011). Antecedents of Online Shopping Behavior in India: An Examination. Journal of Internet Commerce, 10(4), 227–244. https://doi.org/10.1080/15332861.2011.622691
Khatri, P. (2022). Celebrity Endorsement. Encyclopedia of Tourism Management and Marketing, 452–454. https://doi.org/10.4337/9781800377486.celebrity.endorsement
Kredivo. (2020). Indonesian E-Commerce Consumer Behavior Report.
Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4), 1–15. https://doi.org/10.1177/21582440221139469
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
Melvin Chandraa, Dyah Wahyusumkaningsih, E. sriwardiningsih. (2020). The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia. Transportation Research Procedia, 00(2023), 329–336. https://doi.org/10.1016/j.trpro.2023.11.925
Meng, L. (Monroe), Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63(July), 102733. https://doi.org/10.1016/j.jretconser.2021.102733
Miah, M. R., Hossain, A., Shikder, R., Saha, T., & Neger, M. (2022). Evaluating the impact of social media on online shopping behavior during COVID-19 pandemic: A Bangladeshi consumers’ perspectives. Heliyon, 8(9), e10600. https://doi.org/10.1016/j.heliyon.2022.e10600
Monica Putri, M. (2023). Pengaruh Live Streaming Content Terhadap Impulsive Buying Dengan Consumer Trust Sebagai Variabel Intervening Produk Skincare “Somethinc.”
Montaño, D., & Kasprzyk, D. (2008). Theory of reasoned action, theory of planned behaviour, and the integrated behavioral model. Health Behaviour and Health Education. Theory, Research, and Practice, January, 67–96. https://doi.org/10.1016/S0033-3506(49)81524-1
Nadaranti, T. (2020). Skripsi penggunaan jasa endorser pada penjualan produk kecantikan di kota parepare.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Panjalu, J. F., Muslikhah, R. S., & Utami, T. L. W. (2024). Pemasaran Digital untuk Branding dalam Pengembangan UMKM di Indonesia. Jurnal Informatika Komputer, Bisnis Dan Manajemen, 22(1), 69–79. https://doi.org/10.61805/fahma.v22i1.109
Pratiwi, C., Ratnaningtyas, A., Adhandayani, A., Psikologi, F., & Unggul, U. E. (2022). KEPUTUSAN PEMBELIAN PRODUK FASHION SECARA ONLINE. 35–44.
Putri, G. H., & Patria, B. (2018). Pengaruh Endorsement Selebriti Instagram terhadap Minat Beli Remaja Putri. Gadjah Mada Journal of Professional Psychology (GamaJPP), 4(1), 33. https://doi.org/10.22146/gamajpp.45347
Rahma, C. F., & Nurhasanah, S. (2022). MANFA ’ AH Journal of Islamic Business and Management Faktor Determinan yang Mempengaruhi Keputusan Pembelian Impulsif pada Media Live Streaming Tiktok. 2(2), 17–26.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159–169. https://doi.org/10.1016/j.jretai.2004.04.001
Situmorang, E., Letsoin, B., Briyan, A., Suryani, L., Ekasari, A., & Kurniawati, K. (2021). Perilaku Pembelian Merek Fast Fashion Pada Generasi Milenial Di Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 778–786. https://doi.org/10.17358/jabm.7.3.778
Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage? World Academy of Science, Engineering and Technology, 58(October 2009), 934–939.
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. http://hdl.handle.net/10419/238054
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Teresha, C., Fazri, A., & Musnaini. (2022). Pengaruh Diskon, Voucher, Dan Cashback Terhadap Minat Konsumen Menggunakan Pembayaran Elektronik Shopeepay. Jurnal Dinamika Manajemen, 10(1), 20–27.
Triyan Pangastuti. (2023). Populix Ungkap Alasan Pembeli Suka Belanja di Live Shopping. IDN Times.
Wale, N. B., & Situmorang, T. P. (2023). Analisis Impulsif Buying Pada Belanja Online. INNOVATIVE: Journal Of Social Science Research Volume, 3(3), 4349–4365.
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201. https://doi.org/10.1016/j.chb.2012.08.005
Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border E-Commerce sustainability. Sustainability (Switzerland), 11(10), 1–24. https://doi.org/10.3390/su11102777
Zhang, C., Zhou, Z., Wang, X., Liu, J., Sun, J., Wang, L., Ye, W., Pan, C., Medical, A., & Zhang, C. (2006). Preceding Research on Cross-Border E-Commerce Purchase Decision-Making: The Moderating Role of Platform-Recommended Advertisement Characteristics. 10, 1–25.