Diskon ke Checkout: Pengaruh Promo dan Live Streaming Shopee Terhadap Keputusan Pembelian Produk Fashion

Ulayya ; Jihan ; Bayangkara ; Agasta Veda ; Ramawati ; Diah Bintang ; Lintang ; Queendira ; Damayanti ; Citra ; Isnaini ; Mufidah
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 📅 2025 Vol 4, No 2 🔗 DOI: 10.58192/ebismen.v4i2.3579
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.
Keywords
Purchase Decision; Live Streaming; Fashion Products; Promo; Shopee
How to Cite

Ulayya, et al. (2025). Diskon ke Checkout: Pengaruh Promo dan Live Streaming Shopee Terhadap Keputusan Pembelian Produk Fashion. Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 4(2). https://doi.org/10.58192/ebismen.v4i2.3579

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, 2025.

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, 2025.

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) 4, no. 2 (2025).

Ulayya, et al. (2025) 'Diskon ke Checkout: Pengaruh Promo dan Live Streaming Shopee Terhadap Keputusan Pembelian Produk Fashion', Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 4(2). doi: 10.58192/ebismen.v4i2.3579.

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). 2025;4(2).

Artikel Terkait

Pengaruh Tingkat Pendidikan Terhadap Kualitas Laporan Keuangan Berbasis SAK EMKM Dengan Sistem Informasi Akuntansi Sebagai Variabel Moderasi : Studi Kasus Pada Coffee Shop Kota Kediri

Sinky, Sita Prasti; Luayyi, Sri; Fauziyah, Fauziyah

Pengaruh Rasio Keuangan Terhadap Earning Per Share: Studi Sektor Makanan dan Minuman di Indonesia

Hidayat, Famelia Widya; Zaman, Badrus; Kurniawan, Andy

Strategi Pengelolaan Keuangan Pada Online Shop di Pare-Pare

Ar, Andi; Adhiwijaya, Adhiwijaya; Anisafitri, Anisafitri; Mukriani, Mukriani

Implementasi E-Commerce dan QRIS Dalam Peningkatan Pendapatan Pada UMKM Cemilan Sultan di Kota Parepare

Damis, Sariana; Nuryadin, Rusmin; Masnawati, Masnawati; Intan, Nur

Strategi Manajemen Operasional, Pemasaran, dan Evaluasi Keuangan UMKM Bolu Kambu Daeng Rosi Dalam Meningkatkan Daya Saing Produk Tradisional di Kabupaten Barru

Arfianty, Arfianty; Tarawiru, Yasri; Yusuf, Nur Hidaya; Khaima, Husnul

Strategi Pemulihan UMKM di Kelurahan Lapadde, Kota Parepare Pasca Pandemi Covid-19 Sejak 2022-2025

Yusuf, Syarifuddin; Parman, Parman; natasia, Dita; Andini, Andini
Tren Sitasi Jurnal