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All Journal SENTRI: Jurnal Riset Ilmiah
Rulyanta Christin Zuhira Manalu
Program Studi Bisnis, Universitas Sains dan Teknologi Komputer
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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PERAN LIVE STREAMING SELLING, ONLINE CUSTOMER REVIEW, DAN CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Studi Kasus Pegawai Pengadilan Negeri Cilacap) Rulyanta Christin Zuhira Manalu; Sulartopo; Tantik Sumarlin
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 9 (2026): SENTRI : Jurnal Riset Ilmiah, September 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i9.7150

Abstract

The proliferation of feature innovations on e-commerce platforms like Shopee in Indonesia has transformed consumer shopping habits. This research aims to provide a comprehensive overview of the impact of Live Streaming Selling (LSS), Cash on Delivery (COD) services, and Online Customer Reviews (OCR) on purchase conversion. The study involved 47 employees of the Cilacap District Court (8 judges, 32 civil servants, and 7 government employees under work agreements/PPPK) as respondents, selected via a census technique. A 5-point Likert scale was used to standardize responses during data collection, followed by analysis using multiple linear regression. The findings demonstrate that all variables exert a significant positive impact, both individually and collectively. Online Customer Reviews emerged as the variable with the strongest influence (β = 0.387; sig. = 0.000), followed by Live Streaming Selling (β = 0.312; sig. = 0.000) and Cash on Delivery (β = 0.241; sig. = 0.004). The coefficient of determination (0.742) indicates that 74.2% of the variation in purchase decisions can be explained by these three variables through the regression equation: Y = 2.145 + 0.312X₁ + 0.387X₂ + 0.241X₃.
Co-Authors Sulartopo Tantik Sumarlin .