<![CDATA[Abstract E-Commerce businesses have a significant impact on changes in consumer behavior. The concept of grinding purchases in physical stores changes to online shopping habits, showing society's adaptation to technological advances and can influence satisfaction factors and purchasing decisions in the Lazada Live Streaming E-Commerce context. This research was conducted to analyze the influence of e-word of mouth, price discounts, e-service quality on consumer satisfaction through purchasing decisions on Lazada Live Streaming e-commerce. The sampling technique was in accordance with the purposive sampling technique of 105 respondents with the criteria being respondents who had made transactions on Lazada Live Streaming and consumers who were employees working in the South Jakarta area. This research method uses Structural Equation Modeling (SEM)-PLS 3.0. The results of this research conclude that: E-Word of Mouth, E-Service Quality have a significant positive effect on consumer satisfaction and purchasing decisions; Price discounts have no effect on consumer satisfaction and purchasing decisions; E-Word of Mouth, E-Service Quality have a significant positive effect on consumer satisfaction through purchasing decisions and price discounts have no effect on consumer satisfaction through purchasing decisions; Purchasing Decisions have a positive and significant effect on Consumer Satisfaction. Keywords: E-Word of Mouth, Price Discounts, E-Service Quality, Consumer Satisfaction and Purchasing Decisions Abstrak Bisnis e-Commerce memiliki dampak signifikan terhadap perubahan perilaku konsumen. Konsep rutinitas pembelian di toko fisik berubah menjadi kebiasaan berbelanja online, menunjukkan adaptasi masyarakat terhadap kemajuan teknologi dan dapat memengaruhi faktor-faktor kepuasan dan keputusan pembelian di konteks E-Commerce Lazada Live Streaming. Penelitian ini dilakukan untuk menganalisa Pengaruh E-Word Of Mouth, Potongan Harga, E-Service Quality Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian di E-Commerce Lazada Live Streaming. Teknik pengambilan sampel sesuai dengan teknik purposive sampling sebanyak 105 responden dengan kriteria responden yang sudah pernah melakukan transaksi di Lazada Live Streaming dan konsumen yang merupakan karyawan berlokasi kerja di daerah Jakarta Selatan. Metode Penelitian ini menggunakan Structural Equation Modeling (SEM)-PLS 3.0. Hasil penelitian ini menyimpulkan bahwa : E-Word of Mouth, E-Service Quality berpengaruh positif signifikan terhadap kepuasan konsumen dan keputusan pembelian; Potongan Harga tidak berpengaruh terhadap kepuasan konsumen dan keputusan pembelian; E-Word of Mouth, E-Service Quality berpengaruh positif signifikan terhadap kepuasan konsumen melalui keputusan pembelian dan Potongan harga tidak berpengaruh terhadap kepuasan konsumen melalui keputusan pembelian.]]>
