Digital Influence: The Role of Live Streaming, Endorsements, Promotional Tools, and Online Reviews in Fashion Industry Shopping Behavior

The Indonesian online fashion industry demonstrated significant potential for growth, fueled by the expansion of the digital economy and the rise of e-commerce in the fashion sector. This study investigated the influence of live streaming, influencer endorsements, promotional tools, and online reviews on consumer shopping behavior in the fashion industry. Data were collected through questionnaires distributed from April to May 2024, targeting female respondents aged 18 and above, selected based on their online shopping frequency. Out of 196 responses, 179 were suitable for analysis. Using quantitative methods and non-parametric data processing through PLS-SEM, the findings revealed that influencer endorsements, promotional tools, and online reviews positively and significantly impacted consumer shopping behavior. However, live streaming did not show a statistically significant effect. These results provide valuable insights for entrepreneurs in the women's fashion industry to shape online shopping behavior effectively.