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

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.