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All Journal Riset Manajemen dan Akuntansi International Journal of Social Science and Business Akrab Juara : Jurnal Ilmu-ilmu Sosial International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Kajian Dan Penalaran Ilmu Manajemen International Journal of Economics, Business and Innovation Research Svarga Pena: Jurnal Pengabdian Kepada Masyarakat Journal of Business Integration Competitive
Purnama Yanti Purba
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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THE ROLE OF CUSTOMER REVIEWS, INFLUENCER MARKETING, AND LIVE STREAMING FEATURES IN INFLUENCING PURCHASE DECISIONS ON THE SHOPEE PLATFORM IN MEDAN Andy Wijaya; Purnama Yanti Purba; Andre; Nasib
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 2 (2026): April
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i2.771

Abstract

This study seeks to examine the impact of customer reviews, influencer marketing, and live streaming on purchasing decisions on the Shopee platform in Medan City. This research employs a quantitative methodology utilizing multiple linear regression analysis approaches. The research sample comprised 95 Shopee customers chosen through a purposive selection procedure. The results demonstrate that customer evaluations, influencer marketing, and live streaming exert a positive and significant impact on purchasing decisions, evidenced by a coefficient of determination of 0.856. This shows that these three things have a big effect on what people buy. The managerial implications of this study indicate that businesses should make the most of customer reviews to boost trust and happiness. To get more people interested in your brand and reach more people with your marketing, you should also make the most of influencer marketing. Live broadcasting can also make shopping more participatory and fun, which can help people make better selections about what to buy. Businesses may boost consumer loyalty and their competitiveness in the e-commerce sector, which is getting more and more competitive, by using these three things well.
Co-Authors Andre Andy Wijaya Arwin Tannuary Catherine Catherine Cyndy Melliani Pratiwi Davin Kendrew Demak Claudia Yosephine Simanjuntak Elfina Okto Posmaida Damanik Ema Aulina Silitonga Fangellica Victoria Har vin Hengki Mangiring Parulian Simarmata Henry Dunan Pardede Heru Sugara Jackson Tanama James Han's Jayanti Mandasari Hutapea Jesika Lusiana Siregar Jessen, Jessen Jhon Raphael Saragih Jusra Tampubolon Luter Girsang Nasib Rudi Halim Sep tianto Silvie Kristanti Stan ley Stevent Tanadi Verlin Yessy Febriani