Pengaruh Live Streaming dan Online Customer Review terhadap Purchase Decision

Ismi Oktaviani
Hendrati Dwi Mulyaningsih
Nindya Saraswati

Bandung Conference Series: Business and Management
Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management

Abstract. Technology has made many things easier, including online business. Online businesses can expand their digital marketing reach and increase sales with relative ease. The development of business technology such as e-commerce, encouraging the development of marketing through live streaming, and online customer reviews have influenced the way business is done today. This research aims to determine the influence of live streaming and online customer reviews on purchasing decisions at Shopee Jiniso in Bandung City. The method applied is a survey method with data collection techniques using questionnaires. This type of research is descriptive and verification research with quantitative methods. The sampling technique in this research is nonprobability sampling, namely purposive sampling. The population in this research is someone who has seen live streaming and online customer reviews on Shopee Jiniso and lives in Bandung City, with a sample of 240 respondents. The analysis method used is multiple linear regression with the help of SPSS 25 software, hypothesis testing using the T Test and F Test. The results of this research show that live streaming partially has a significant effect on purchasing decisions, and online customer reviews partially have a significant effect on purchasing decisions. Then simultaneously, live streaming and online customer reviews have a significant influence on purchasing decisions at the Shopee Jiniso Official Shop in Bandung City. Abstrak. Teknologi telah membuat banyak hal menjadi lebih mudah, termasuk bisnis online. Bisnis online dapat memperluas jangkauan pemasaran digital dan meningkatkan penjualan dengan relatif mudah. Perkembangan teknologi bisnis seperti e-commerce, mendorong perkembangan pemasaran melalui live streaming, dan online customer review telah mempengaruhi cara bisnis saat ini. Pada penelitian ini bertujuan untuk mengetahui pengaruh live streaming dan online customer review terhadap purchase decision pada Shopee Jiniso di Kota Bandung. Metode yang diterapkan adalah metode survei dengan teknik pengumpulan data menggunakan kuesioner. Jenis penelitian ini adalah penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling dalam penelitian ini adalah nonprobability sampling yaitu purposive sampling. Populasi dalam penelitian ini adalah seorang yang pernah melihat live streaming dan online customer review pada Shopee Jiniso dan berdomisili di Kota Bandung, dengan sampel sebanyak 240 responden. Metode analisis yang digunakan adalah analisis regresi linear berganda dengan bantuan software SPSS 25, uji hipotesis menggunakan Uji T dan Uji F. Hasil penelitian ini menunjukkan bahwa live streaming secara parsial berpengaruh signifikan terhadap purchase decision, dan online customer review secara parsial berpengaruh signifikan terhadap purchase decision. Lalu secara simultan bahwa live streaming dan online customer review berpengaruh signifikan terhadap purchase decision pada Shopee Jiniso Official Shop di Kota Bandung.