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All Journal Jurnal Manajemen Strategis: Jurnal Mantra
Yosias Umbu Lamik
Universitas Proklamasi 45
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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) Yosias Umbu Lamik; Bambang Sugeng Dwiyanto
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 Bambang Sugeng Dwiyanto