The Influence Of Live Streaming Feature And Brand Awareness On Puchase Intention With Perceived Quality As A Mediating Variable On The Barenbliss Brand

Novita Putri Yakiningsih, Nur Choirul Afif, Asmi Ayuning Hidayah, M. Wahid Hasyim

Abstract


This study aims to determine the mediating role of perceived quality on using the live streaming feature and brand awareness in influencing the purchase intention of Barenbliss products. The sample in this study was 186 respondents with a sampling technique using purposive sampling. Based on the results of research conducted using Structural Equation Modeling (SEM) analysis processed with SmartPLS 3.0 software shows that: (1) Live Streaming has a positive effect on Perceived Quality; (2) Brand Awareness has a positive effect on Perceived Quality; (3) Perceived Quality has a positive effect on Purchase Intention (4) Live Streaming has a positive effect on Purchase Intention (5) Brand Awareness has a positive effect on Purchase Intention (6) Perceived Quality can mediate Live Streaming and Purchase Intention (7) Perceived Quality can mediate Brand Awareness and Purchase Intention.

Keywords: Live Streaming, Brand Awareness, Perceived Quality, Purchase Intention


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References


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