The Effect of Live Streaming Shopping, Price, and Product Quality on Purchasing Decisions for Shopee Users in West Nusa Tenggara, Indonesia

Pin Kharisma Audina, Dwi Putra Buana Sakti, Handry Sudiartha Athar

Abstract

The internet is now very commonly used to market a product or service. One of them can be seen through Shopee, one of the e-commerce platforms in Indonesia. This research examines the influence of Live Streaming Shopping, quality, and price on Purchase Decisions for Shopee users in NTB. This type of research is quantitative research with an associative-causal approach. The population in this study is West Nusa Tenggara people who have shopped online and actively use the Shopee application, which is unknown in number. The number of samples in this study was 120 respondents. The sampling technique in this study used purposive sampling. Data analysis in this study uses a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) by utilizing SMART PLS 3.0 software. The results prove that live-streaming shopping and prices positively and significantly affect purchasing decisions by Shopee users in West Nusa Tenggara. However, the study also found that product quality did not significantly affect consumer purchase decisions. This research is expected to provide insight to Shopee and sellers who are members of Shopee to develop their business networks by paying attention to factors that will later impact consumer purchasing decisions on Shopee.


10.22178/pos.97-10


Keywords


Live Streaming Shopping; Price; Product Quality; Shopee; Purchase Decision

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