PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, INFLUENCER MARKETING, DAN PRICE DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE SHOPEE

Abstract

This study aims to determine the effect of live streaming, online customer review, influencer marketing, dan price discount to the purchase intention in Shopee e-commerce. The data collection technique uses a questionnaire. The population in this study were all Shopee e-commerce users with purposive sampling. The sample for this research was 100 respondents. Research data analysis uses multiple regression analysis with the SPSS version 23. The results of this research showed that live streaming, online customer review, influencer marketing, and price discounts significantly influence purchase intention. Coefficient of determination analysis showed that the Adjusted R2 is 0.786, it’s meaning that 78.6% of the variation in purchase intention is explained by these four variables, while 21.4% is explained by other variables