<![CDATA[This study aims to analyze the influence of live streaming, product diversity, price, and discount on customer loyalty, both directly and indirectly through purchase decision as an intervening variable at Toko Fitri Grosir, Sumberkolak, Situbondo Regency. Digital distribution via live streaming and marketing mix management have become key focuses to trigger transaction conversions and customer loyalty amid the dynamics of the modern market. The research method used is a quantitative approach. The population in this study is infinite, consisting of all consumers of Toko Fitri Grosir who have transacted more than once. The sample size was determined using Hair’s formula, resulting in a total of 105 respondents. Data collection techniques were carried out through observation, interviews, literature review, and the distribution of questionnaires using a Likert scale. Data analysis was processed using SmartPLS software with the Partial Least Square (PLS-SEM) method, which includes convergent validity testing, reliability testing, classical assumption testing, goodness-of-fit (GoF) testing, coefficient of determination, and hypothesis testing (path analysis). The results of the study show that among several independent variables tested, only price (β = 0.207; p = 0.036) and discount (β = 0.201; p = 0.038) were proven to have a positive and significant direct effect on purchase decision. Meanwhile, live streaming and product diversity did not show a significant effect on either purchase decision or customer loyalty directly. The results of the coefficient of determination (R²) test indicate that the contribution of all independent variables to purchase decision is 17.5%, while the contribution to customer loyalty is 15.5%, with the remainder influenced by other variables outside this research model.]]>
