The Effect of Live Streaming, Product Reviews, and Product Quality on Purchase Decisions

Annisa Sulihandini; Suwitho Suwitho; Angga Permana Mahaputra

doi:10.56225/gjbesd.v2i1.30

Authors

Annisa Sulihandini Doctoral Student in Management Science, School of Economics of Indonesia (STIESIA), Sukolilo, 60118 Surabaya, Jawa Timur, Indonesia
Suwitho Suwitho Doctoral Program in Management Science, Schools of Economics of Indonesia (STIESIA), Sukolilo, 60118 Surabaya, Jawa Timur, Indonesia
Angga Permana Mahaputra Doctoral Program in Management Science, Schools of Economics of Indonesia (STIESIA), Sukolilo, 60118 Surabaya, Jawa Timur, Indonesia

DOI:

https://doi.org/10.56225/gjbesd.v2i1.30

Keywords:

Purchase decision, Live streaming, Product review, Product quality

Abstract

This study examines the effect of live streaming, product reviews, and product quality on consumer purchasing decisions in e-commerce. Data was obtained quantitatively by distributing questionnaires to fifty people who shopped online. Then, the data was tested using regression analysis. The results show that live streaming significantly influences consumer purchasing decisions, proving that live interaction is crucial to increasing buyer interest. Product reviews are also shown to be one of the important factors in consumer purchasing decisions. However, interesting findings were found from the product quality factor, which showed that product quality did not significantly influence consumers' purchase decisions. Nonetheless, the F-test results show that live streaming, product reviews, and product quality significantly affect consumers' decisions to purchase products. These results show how complex online consumer behaviour is, reminding businesses to understand better how digital dynamics affect consumer perceptions. The upshot is that this research offers a broader perspective on the elements that influence online consumer purchasing behaviour. This has practical consequences for building competitive and efficient marketing strategies in the e-commerce era.

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