Articles
PENGARUH LIVE STREAMING DAN CONTENT CREATOR TERHADAP KEPUTUSAN PEMBELIAN DI TOKO AZELLA COLLECTIONS TASIKMALAYA (Survei Pada Konsumen E-Commerce Shopee)
Published 2025-08-20
Keywords
- Live Streaming, Content Creator, Purchasing Decision, Azella Collections Store
How to Cite
PENGARUH LIVE STREAMING DAN CONTENT CREATOR TERHADAP KEPUTUSAN PEMBELIAN DI TOKO AZELLA COLLECTIONS TASIKMALAYA (Survei Pada Konsumen E-Commerce Shopee). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(8), 91-100. https://doi.org/10.2324/7c0agh15
Abstract
This study aims to analyze the impact of Live Streaming and content creators on purchasing decisions at the Azella Collections Store, focusing on Shopee e-commerce consumers. The method used is a quantitative approach with multiple linear regression analysis. Data were collected by distributing questionnaires to 100 respondents who are active Shopee users and Azella Collections Store customers. The results of the study show that simultaneously, Live Streaming and content creators have a significant influence on purchasing decisions. Separately, the two independent variables also have a positive and significant impact. This finding confirms that consumer interaction with Live Streaming and the influence of content creators have an important role in the purchasing decision-making process on e-commerce platforms. This study is expected to be a consideration for the Azella Collections Store in formulating more effective marketing strategies that are in accordance with consumer needs
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