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All Journal Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Rozaq Isnaini Nugraha
Widya Husada University Semarang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Phenomenon of Live Commerce in Indonesia: An Analysis of Consumer Perspectives Yane Puspito Sari; Nenden Nur Annisa; Supriyanto; Indra Abdam Muwakhid; Rozaq Isnaini Nugraha
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 10 No 4 (2026): August
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM), STIE Krakatau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v10i4.555

Abstract

Why do Indonesian consumers shop on live streaming platforms? People have changed their communication methods to adapt to new communication patterns and more complex systems, including their shopping experiences. A two-way communication model can be identified in live streaming practices because it plays a crucial role in eliminating communication barriers in marketing. The communication process through media can transform from a one-way flow to a two-way flow of events, or multidirectional flow, with the advent of new media. One representative of new media is the internet. This study aims to determine what drives Indonesian consumers to shop on live streaming platforms and whether live shopping hosts significantly influence consumer purchase intention and satisfaction. The stages of the method used in this study were problem identification, problem definition, hypothesis development, variable measurement determination, data collection, and data analysis using SPSS Multiple Linear Analysis. The results revealed that live streaming has a positive and significant effect on consumer purchase intention, consumer trust has a positive and significant effect on consumer purchase intention, and consumer purchase intention has a positive and significant effect on consumer purchase intention.
Co-Authors Indra Abdam Muwakhid Nenden Nur Annisa Supriyanto Yane Puspito Sari