đ
19 June 2025
DOI: 10.58192/ebismen.v4i2.3579
Diskon ke Checkout: Pengaruh Promo dan Live Streaming Shopee Terhadap Keputusan Pembelian Produk Fashion
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
đ Abstract
The purpose of this study was to see how promotions and live streaming features impact the decision of Shopee users to purchase fashion products in the 2022 intake. This quantitative study involved 54 respondents from a population of 117 students selected through a simple random sampling method. Primary data were collected through online questionnaires and analyzed using multiple regression using SPSS. Validity, reliability, classical assumptions, and hypothesis tests were also conducted. The study shows that students of Economics Education, Sebelas Maret University, 2022 intake significantly choose fashion products because of promotions and Shopee's live streaming features. Promos are considered to be able to save consumer spending, thus increasing interest and enthusiasm for transacting through the Shopee application. Meanwhile, the live streaming feature makes it easier for consumers to see products directly, assess quality, and make purchases more practically. As for further researchers, it is recommended to add other variables (for example, consumer trust), compare with other e-commerce platforms, use mixed methods, analyze different user segments, and examine the long-term impact on brand loyalty.
đ Keywords
#Purchase Decision; Live Streaming; Fashion Products; Promo; Shopee
âšī¸ Informasi Publikasi
Tanggal Publikasi
19 June 2025
Volume / Nomor / Tahun
Volume 4, Nomor 2, Tahun 2025
đ HOW TO CITE
Ulayya, Jihan; Bayangkara, Agasta Veda; Ramawati, Diah Bintang; Lintang, Queendira; Damayanti, Citra; Isnaini, Mufidah, "Diskon ke Checkout: Pengaruh Promo dan Live Streaming Shopee Terhadap Keputusan Pembelian Produk Fashion," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 2, Jun. 2025.
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