The Influence of Digital Advertising and Live Streaming on Online Buying Interest Through Brand Awareness As An Intervening Variable

Abstract

This study aims to analyze the influence of Digital Advertising and Live Streaming on the Interest in Online Buying of N'Pure Skincare Products at Shopee, with Brand Awareness as the Intervening variable. The hypothesis proposed is that Digital Advertising and Live Streaming have an effect on Brand Awareness and Online Buying Interest. The method used in this study is qualitative with a causality approach. Data was collected through a questionnaire distributed to 133 respondents, with the population being Lampung provincial students who were familiar with N'Pure products. The analysis was carried out using the Partial Least Squares (PLS) method with SmartPLS software to test the relationships between variables. The results of the study show that Digital Advertising and Live Streaming have a positive effect on Brand Awareness. However, Digital Advertising and Live Streaming do not have a significant effect on Online Buying Interest. Meanwhile, Brand Awareness has been proven to have a positive effect on Online Buying Interest. Although according to the results of the study, Digital Advertising and Live Streaming have good performance, their contribution to Online Buying Interest is still not optimal. It is recommended that companies increase the appeal of digital advertising content through relevant visual elements and stories, as well as improve the quality of live performances by providing more engaging interactions and displaying visual products in detail.