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All Journal Journal of Economics, Business, & Accountancy Ventura Jurnal Analisis Bisnis Ekonomi Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Journal of Tourism and Economic Journal Of Human And Education (JAHE) Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) Jurnal Masyarakat Indonesia Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Analisis Bisnis Ekonomi Jurnal Manajemen Strategis: Jurnal Mantra
Bambang Sugeng Dwiyanto
Univeristas Proklamasi 45 Yogyakarta
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Pengaruh Live Streaming, Affiliate Marketing, dan Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee (Studi pada Mahasiswa di Condong Catur) Lamik, Yosias Umbu; Dwiyanto, Bambang Sugeng
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 2 No. 02 (2025)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v2i02.2597

Abstract

This study aims to examine the influence of live streaming, affiliate marketing, and online customer reviews on purchase decisions on the Shopee marketplace. The research employs a quantitative approach with an associative research design. The sample consists of 100 university students residing in Condong Catur who have previously made purchases on Shopee. Data were collected using a Likert-scale questionnaire and analyzed using the Partial Least Squares (PLS) method through SmartPLS 4.0. The results indicate that live streaming and online customer reviews have a positive and significant influence on purchase decisions, while affiliate marketing has no significant effect.
Co-Authors Abdul Rosid Agung Pramayuda Alfiana Andrian, Maichel Andriya Risdwiyanto Atika Jauharia Hatta Hambali Djoko Wijono, Djoko Endah Fatmasari Endang Susilowati Hidayah, Esti Nur Hugo Prasetyo Winotoatmojo Inaryu Melly Triyani Widodo Irfan Achmad Musadat Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi, Jemadi Lamik, Yosias Umbu Lilik Susilo Mugi Puspita Muhammad Hazmi Musran Munizu Niken Widyastuti Nuralam Nuryani Nuryani Oktavia, Dewi Retno Widya Ningrum Sabardini, Sri Ekanti Sentot E Baskoro Siera Syailendra Siska Yuli Anita Siwi Susanti Sulistiono Sulistiono Sulistiono Teguh Budi Prasetya Tri Wahyudi Yuke Kurnia Ikramayosi Yulin Nur Hidayah