The Influence of Live Streaming and Trust on Gen Z's Purchase Decisions for Fashion Products on Shopee E-Commerce
DOI:
https://doi.org/10.55927/ijabm.v4i2.194Keywords:
Live Streaming, Trust, Purchase DecisionAbstract
Technology has created a new innovation, namely the emergence of an online buying and selling platform or e-commerce. This study aims to determine the effect of live streaming and trust on Gen Z purchasing decisions on fashion products in Shopee e-commerce. Live streaming and trust are important factors in influencing consumers to make purchasing decisions. The data collection method used is quantitative using a questionnaire distributed to 150 respondents in Indonesia. Data analysis using multiple linear regression to measure the effect of independent variables, namely live streaming (X1) and trust (X2) on the dependent variable purchasing decisions (Y). The results of this study indicate that live streaming has a positive effect on purchasing decisions with a significance value of 0.014 <0.5, consumers tend to watch live streaming to find more detailed product information. Trust has a positive effect on purchasing decisions with a significance value of 0.000 <0.5, consumers tend to choose sellers with Shopee Mall and Star seller reputations because they have guaranteed quality and safety in meeting consumer expectations
References
Adi Ahdiat. (2024). 5 E-commerce dengan Pengunjung Terbanyak Sepanjang 2023. Databooks.
Alamgir Hoshain, Abul Kalam, Nuruzzaman, dan Minho Kim. (2023). The Power of Live-Streaming in Consumer Purchasing Decision. Sage Open, 13(4).
Ardila, dan Saino. (2024). Pengaruh e-service quality, live streaming shopping dan flash sale terhadap keputusan pembelian produk fashion pada platform Shopee. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 7(2).
Billy Hansel. (2021). Pengaruh Perceived Enjoyment terhadap Repurchase Intention melalui Shopping Orientation untuk Seller yang membuka Lapak pada aplikasi Tokopedia di Surabaya . AGORA, 9.
Cahyadi Tri danang. (2023). PENGARUH HARGA, KEPERCAYAAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA E-COMMERCE TOKOPEDIA DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Mahasiswa FEBI UIN Raden Intan Lampung Tahun 2020-2022). In Skripsi. Universitas Raden Intan Lampung.
Chelsea Sani Addison, dan Fitri Aprilianty. (2022). The Effect of Live Streaming Feature on the E-commerce Platforms Towards Customers’ Purchase Decisions in Indonesia. International Journal of Business and Technology Management, 4(3).
Chenyu Gao, Zhongjian Chen, Yaqin Yuan, dan Shaoyi Song. (2022). Research on the Business Model of Live Stream Marketing on e-commerce Platform. Manajement and Humanity Research, 7, 15–37.
Cindy Berliana, dan Sanaji. (2022). Pengaruh E-service Quality, E-trust, Dan Commitment Terhadap E-Loyalty Dengan E-Satisfaction Sebagai Variabel Mediasi. Management Studies and Entrepreneurship Journal, 3(4).
Dedi Riswandi. (2019). Transaksi on-line (e-commerce): peluang dan tantangan dalam perspektif ekonomi Islam. Econetica, 1, 1–13.
Fauji, dan Defriyanti Resti. (2023). PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION AEROSTREET PADA E- COMMERCE SHOPEE DI KOTA BANDUNG. Skripsi.
Galih Ayu Palupi. (2022). Shopee Masih Jadi E-commerce Pilihan Utama Masyarakat Indonesia. Good States.
Imatul Komariyah, dan Istiono. (2024). PENGARUH LIVE STREAMING, CELEBRITY ENDORSER, DAN CUSTOMER TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MARKETPLACE (STUDI PADA MAHASISWA EKONOMI DAN BISNIS UNIVERISTAS 17 AGUSTUS 1945 SURABAYA). Mustary Neraca Manajemen, 4(3).
Indra Lintang. (2023, October). 10 E-commerce Terbesar di Dunia Berdasarkan Market Cap 2023. Inilah.Com.
June Suh Cho, dan Liu Qing Yang. (2021). The Effect of E-commerce Live Streaming Shopping on Consumers’ Purchase Intention in China-Focusing on Features of Streamers and Contents. Archives of Business Research, 9(10).
Kotler, dan Amstrong. (2016). Prinsip-prinsip Pemasaran (13th ed.). Penerbit Erlangga.
Kotler Philip, dan Kevin Lane Keller. (2016). Marketing Management, 15th Edition, Pearson Education, Inc.
Populix. (2023). Riset Populix: Shopee Live Jadi Fitur Live Streaming Paling Populer. Kumparan Tech.
Salsabila Vania Suhyar, dan Sri Astuti Pratminingsih. (2023). The Influence of Live Streaming and Trust on Impulsive Buying in The Purchase Of Skintific Skincare Products. Management Studies and Entrepreneurship Journal, 4(2), 1427–1438.
Shinta Primadwi, Wiwik Fitriasari, dan Kallista Adhysty W. (2022). 427-Article Text-3249-1-10-20221016 (1). Jurnal Sosial Dan Teknologi (SOSTECH), 2. https://sostech.greenvest.co.id/index.php/sostech/article/view/427/888
Shopee. (2024). Halaman Pusat Promosi. Shopee Seller Center.
Sugiharto & Nurhayati (2021). Pengaruh Reputasi Dan Online Customer Review Terhadap Proses Keputusan Pembelian Konsumen ( Survey Pengunjung Tokopedia ). Jurnal Bisnis Dan Pemasaran, 11(2), 1–13.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan RdanD. Alphabet.
Tabita Carolina. (2021). Motivasi, Pola Penggunaan, Interaktivitas, dan Kepuasan Menggunakan Shopee Live. Universitas Sebelas Maret.
Xiaoyu Xu. (2020). WHAT DRIVES CONSUMER SHOPPING BEHAVIOR IN LIVE STREAMING COMMERCE? Electronic Commerce Research, 21.
