PENGARUH CONTENT MARKETING DAN LIVESTREAMING TERHADAP PURCHASE INTENTION DIMEDIASI OLEH BRAND AWARENESS PADA PRODUK FASHION GEOFFMAX

Setiawan, Hans (2025) PENGARUH CONTENT MARKETING DAN LIVESTREAMING TERHADAP PURCHASE INTENTION DIMEDIASI OLEH BRAND AWARENESS PADA PRODUK FASHION GEOFFMAX. [Tugas Akhir/Skripsi]

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Abstract

This study aims to analyze the influence of Content Marketing and Livestreaming on Purchase Intention, with Brand Awareness as a mediating variable among consumers of Geoff Max lifestyle products through Shopee Live. The background of this research lies in the increasing use of digital features such as livestreaming and content-based marketing strategies to reach young and active e-commerce users. A quantitative approach was employed using a survey method, where data was collected through a questionnaire distributed to 200 respondents who are Shopee users and have watched Geoff Max’s Shopee Live sessions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results reveal that Content Marketing and Livestreaming have a positive and significant effect on Brand Awareness, and Brand Awareness also has a significant influence on Purchase Intention. Furthermore, both Content Marketing and Livestreaming also have direct significant effects on Purchase Intention. Brand Awareness is proven to significantly mediate the relationship between Content Marketing and Livestreaming on Purchase Intention. The findings imply that integrating digital content strategies and livestreaming features is essential to enhance brand awareness and drive consumers’ buying intention, especially in the local fashion industry targeting digital-native audiences. Keywords: Content Marketing, Livestreaming, Brand Awareness, Purchase Intention, Shopee Live, Geoff Max.

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Hans Setiawan
Date Deposited:	08 Jan 2026 04:20
Last Modified:	08 Jan 2026 04:20
URI:	http://erepository.uwks.ac.id/id/eprint/21274

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