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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Analyzing of live marketing in driving digital workforce growth with the Structural Equation Model (SEM) Approach

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  • Analyzing of live marketing in driving digital workforce growth with the Structural Equation Model (SEM) Approach

Andri Purnamawati *, Asih Endah Subandiyah and La Ode Rahdian Oktafiar

Department of Management, Diploma III Program, STIE IEU Yogyakarta, Indonesia.

Research Article

World Journal of Advanced Research and Reviews, 2025, 27(01), 967-973

Article DOI: 10.30574/wjarr.2025.27.1.2591

DOI url: https://doi.org/10.30574/wjarr.2025.27.1.2591

Received on 10 May 2025; revised on 05 July 2025; accepted on 08 July 2025

This study aims to evaluate the impact of live marketing strategies on the growth of employment in the digital sector using the Structural Equation Modeling (SEM) approach. Secondary data collected between 2015 to 2024 were analyzed to examine the relationship among live marketing activities, the state of digital infrastructure and the level of digital workforce absorption. The results of the study show that live marketing has a significant positive impact on digital workforce absorption, with digital infrastructure as an important supporting factor. The findings reveal that live marketing exerts a significant positive effect on digital workforce absorption, with digital marketing strategies and workforce development initiatives within the digital economy.

Live Marketing; Workforce Absorption; Digital Economy; Structural Equation Modeling

https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2025-2591.pdf

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Andri Purnamawati, Asih Endah Subandiyah and La Ode Rahdian Oktafiar. Analyzing of live marketing in driving digital workforce growth with the Structural Equation Model (SEM) Approach. World Journal of Advanced Research and Reviews, 2025, 27(1), 967-973. Article DOI: https://doi.org/10.30574/wjarr.2025.27.1.2591

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