Jurnal Ekonomi Perusahaan
Vol. 31 No. 1 (2024): March-August 2024

Influence of visual merchandising, creative promotion, and price on purchase decisions in live shopping Shopee

Darma, Andrian Mulya (Unknown)
Napitupulu, Elfrida Viesta (Unknown)

Article Info

Publish Date
04 Apr 2024

Abstract

Indonesia's internet boom (212.9 million users) fueled e-commerce growth, with Shopee leading the market (158 million visitors). This study explored factors influencing purchase decisions in Jakarta's Shopee live shopping. Live streams offered product visualization, seller interaction, and promotions. We investigated how visual merchandising, creative promotions, and price impacted buying decisions through a survey of 462 respondents. The research found that creative promotions and price significantly influenced purchases, while visual merchandising had no effect.

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Journal Info
Jurnal Ekonomi Perusahaan
Website

Abbrev

JEP

Publisher

INSTITUT BISNIS DAN INFORMATIKA KWIK KIAN GIE

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

The JEP (Jurnal Ekonomi Perusahaan) is part of the Kwik Kian Gie School of Business and Information Technology scientific publications. Published by the Business and Entrepreneurship department, this journal aims to disseminate high-quality and respected academic articles concerning business and ...