Susanto, Steven (2023) THE EFFECT OF IMMERSIVE EXPERIENCE AND SOCIAL PRESENCE TO PURCHASE INTENTION WITH POSITIVE EMOTIONS AS MODERATOR (CASE OF SCARLETT WHITENING BRAND). S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
The aim of this study is to examine the effect of immersive experience and social presence to purchase intention with positive emotions as moderator. This research employs quantitative methods. The purposive sampling technique was used to determine the sample. The information was gathered through online questionnaires distributed to 158 respondents who met the criteria which know about Scarlett Whitening brand, have ever watched live video commerce, and have ever purchased Scarlett Whitening product through live video commerce. The data analysis continued using the Structural Equation Model (SEM) method. This study tests a model including factors associated with Scarlett Whitening products purchase intention. SmartPLS, version 4 was used for data analysis, aids in hypothesis testing by putting the factor variables. Social presence and immersive experience positively affect intentions to purchase intention. It contrasted the variable social presence that does not affect immersive experience. Besides that, positive emotions also do not moderate social presence on immersive experience. The findings can help public marketers and manufacture to understand consumers’ purchase intention and help to increase purchase intention toward Scarlett Whitening products
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | social presence, immersive experience, positive emotions, purchase intention |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 04 Sep 2023 18:19 |
| Last Modified: | 04 Sep 2023 18:19 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/29731 |
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