The Effect of Live Streaming, Influencer Endorsement, and Customer Review on Purchase Decisions at Shopee (Study on Generation Z)

Ajeng Kharisma Putri; Miswanto Miswanto

doi:10.55927/ijis.v4i6.330

Authors

Ajeng Kharisma Putri STIE YKPN Yogyakarta
Miswanto Miswanto STIE YKPN Yogyakarta

DOI:

https://doi.org/10.55927/ijis.v4i6.330

Keywords:

Live Streaming, Influencer Endorsement, Customer Review, Purchasing Decision, Generation Z

Abstract

This study aims to analyse the influence of live streaming, influencer endorsement, and customer reviews on Generation Z purchasing decisions on the Shopee platform. The method used is a quantitative approach by distributing online questionnaires to 150 Generation Z respondents who actively use Shopee. Data were analysed using multiple linear regression with the help of SPSS software. The results of the study showed that influencer endorsement and customer reviews have a positive influence on purchasing decisions, while live streaming has no effect. This finding indicates that Generation Z trusts reviews from fellow consumers and recommendations from figures they consider credible more than interactive content such as live streaming. This study contributes to the development of consumer behaviour theory and digital marketing strategies, especially in the context of Indonesian e-commerce. In addition, the results of this study can be a practical reference for business actors to increase the effectiveness of digital promotions by maximising customer reviews and selecting the right influencers according to the target market

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