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