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All Journal Jurnal Abdi Insani Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Teknologi dan Manajemen East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Keuangan dan Akuntansi Terapan (KUAT) Neo Journal of economy and social humanities Lead Journal of Economy and Administration Jurnal Masyarakat Madani Indonesia Jurnal Akuntansi Syariah Journal of Economics, Assets, and Evaluation Journal of Environmental Economics and Sustainability GEMBIRA (Pengabdian Kepada Masyarakat) Jurnal Akademik Pengabdian Masyarakat Management Studies and Business Journal PEMIMPIN - Pengabdian Masyarakat Ilmu Pendidikan Jurnal Greenation Ilmu Akuntansi Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat JBIMA: Jurnal Pengabdian kepada Masyarakat Fundamental and Applied Management Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Alfi Maghfuriyah
Universitas Global Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts 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 Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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The Influence of Live Streaming Promotion and Online Customer Review on Consumer Fashion Purchase Intention on Lazada in Depok City Rizki Rahmadani Nasution; Alfi Maghfuriyah; Revita Desi Hertin; Nur Fitri Dewi
Lead Journal of Economy and Administration Vol 5 No 1 (2026): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v5i1.469

Abstract

This study aims to analyze the influence of live streaming promotions and online customer reviews on consumer purchase intention for fashion products on the Lazada e-commerce platform in Depok City, both partially and simultaneously. A quantitative approach was employed, utilizing a questionnaire as the research instrument. The sample consisted of 120 respondents selected via non-probability sampling using a purposive sampling technique. Data analysis was conducted using SPSS software (version 26), encompassing validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), and hypothesis testing via t-tests (partial) and F-tests (simultaneous). The results indicate that live streaming promotions have a significant negative effect on purchase intention, whereas online customer reviews have a significant positive effect. Simultaneously, both live streaming promotions and online customer reviews significantly influence consumer purchase intention for fashion products on Lazada in Depok City. The coefficient of determination reveals that the two independent variables explain 39.9% of the variation in purchase intention, while the remaining 60.1% is attributed to variables not included in this study. These findings suggest that enhancing the quality of customer reviews and optimizing live streaming promotional strategies can be effective measures for boosting consumer purchase intention on e-commerce platforms.
Co-Authors Adelia Fitri Lumelle Aditama, Naufal Raihan Afifah Latifah Turahma Agnemas Yuseop Islami Agnemas Yusoep Islami Ahmad Antar Ali Ridho Ali Ridho Ali Ridho Ananda Siti Salma Annawati, Sri Annisa Amanna Annisa Febriani Antono, Zakia Maulida Aslamiah Istiqomah, Nurul Aulia Choiri Windari Ayu Intan Permatasari Balqis Putri Bariyah Bariyah Bilqis Margalia Al Suntikah D Ilham Rizkian Daniela Putri Alisha Desi Hertin, Revita Djoko Setyo Widodo Djoko Setyo Widodo Dwi Rachmawati Erni Pratiwi Perwitasari Fawzi, Fiddini Sharika Febria Anjara Felisya Pangi Wijaya Feri Feri Nugroho Feri Nugroho Feri Nugroho Fina Alfa Ni’mah Fitriyani, Marini Galang Ramadhan Putra Hadi Wijaya Hadi Wijaya Hasya Darin Athirah Hertin, Revita Desi Indriyani Setyawati Istiqomah, Nurul Aslamiah Jatmiko Murdiono Jennet Aqila Zahra Josua Panatap Soehaditama Julianti Damaris Putri Kamsariaty, Kamsariaty Khusni Faizah Lorenza Ayu Putri Marini Fitriyani Maudy Aulia Putri Maulina, Evaf Maylinda Nur Faizah Meli Linda Sari Mesja Dwika Mohamad Yusuf Kurniawan Muhammad Fahmi Husni Fauzi Muhammad Faishal Muzhaffar Murdiono, Jatmiko Musahid, Fayza Namira Nadya Nasywa Hanifah Naomi Ramadhia Amir Naufal Raihan Aditama Nayla Khairunnisa Nora Listiana Noviyanti Noviyanti Noviyanti Nur Fitri Dewi Nur Fujianti Nuralisa Nuralisa Nurdiansah, Ramlan Nurjaya Nurjaya Nurul Aslamiah Istiqomah Permatasari, Ayu Intan Putri Amelia Rahmawati Ulfah Ramlan Nurdiansah Revita Desi Hertin Revita Desi Hertin Revita Hertin Rian Dias Saputra Rizki Rahmadani Nasution Rizkian, D Ilham Rizzika Iqbal Irzad Sabina Alysia Moestafa Salamah, Ummy Gusti Sarmilah, Sarmilah Setiawan, Teddy Siti Mutiara Husna Sri Anawati Suci Ati Suci Ayu Sudari Sultansyah Adira Putra suryawan, ryan firdiansyah Teddy Setiawan Tri Susilowati Udriya, Udriya Udriyah Vrisca Aulia Wahid Dwi Tianto Yuni Pambreni Yuni Pammbreni Yusuf Kurniawan, Mohamad Zhihan Al Fachri