Pengaruh Live Streaming dan Online Customer Review Terhadap Keputusan Pembelian Konsumen di Shopee

Angelia, Marcela (2024) Pengaruh Live Streaming dan Online Customer Review Terhadap Keputusan Pembelian Konsumen di Shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of Iive streaming and online customer reviews on consumer purchasing decisions at Shopee. Shopee is one of the e-commerce with the most visitors in Indonesia. In this study, 100 respondents were obtained by distributing questionnaires with several specific criteria, namely shopee application users with a minimum age of 17 years who within the last 6 months made at least 3 purchase transactions at shopee and watched live streaming and read online customer reviews at shopee. The data obtained was then processed using data analysis techniques with the SPSS model. The results showed that live streaming and online customer reviews have a positive and significant influence on consumer purchasing decisions at Shopee. Keywords: Live Streaming, Online Customer Review, Purchase Decision, Shopee.

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