Live Streaming on Marketplace: User Experience, Credibility, Parasocial Interaction Toward Purchase Intention

The rise in internet users has prompted individuals to become live streamers and promote products through online market places. Live streaming creates a unique attraction and holds the potential to influence consumer purchasing decisions. This study aims to identify the key factors that marketers should focus on when promoting their products in order to enhance consumer purchase intentions. This research employs a quantitative survey method by distributing questionnaires to marketplace consumers who have both watched live streams and made purchases on the platform. Testing using a Statistical Package for the Social Sciences (SPSS) shows the results The factors influencing consumer purchase intentions are crucial aspects that marketers must carefully consider. which shows the influence between user experience, credibility, parasocial interaction on purchase intention. Therefore, user experience, credibility, and parasocial interaction must be considered by digital marketers in the marketplace to increase consumer purchase intention. This study is expected to provide managerial influence in the form of contributions to the marketplace regarding how effective live streaming digital marketing can reach consumers and inform them about new products, offers, discounts, or promotions that increase conversion rates in the marketplace.