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All Journal Jurnal Signaling
Saputry, Riny Andriani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE, CUSTOMER LOYALTY, DAN HOST LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN PLATFORM SHOPEE LIVE Saputry, Riny Andriani; Napitupulu, Elfrida Viesta
Jurnal Signaling Vol 14, No 1 (2025): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v14i1.1762

Abstract

Online shopping is increasingly important to modern consumers, with Live Streaming as a marketing innovation on e-commerce platforms such as Shopee. This feature allows sellers to demonstrate products live, increase interaction, and provide a unique shopping experience. This study uses a questionnaire to Shopee Live users and analyzes the data with the t test and f test through SPSS to evaluate the effect of Brand Image, Customer Loyalty, and Live Streaming Host on purchasing decisions. The results show that all three factors significantly influence purchasing decisions, with a positive Brand Image increasing consumer trust and Customer Loyalty encouraging emotional commitment. In addition, professional and interactive hosts also play an important role in building trust and a pleasant atmosphere for consumers. The findings provide insights for marketers in designing more effective marketing strategies in the digital age.
Co-Authors Elfrida Viesta Napitupulu