Journal of Applied Management Research
Vol 4, No 2 (2024)

Influence of Persuasive Communication, Discounts, and Consumer Trust on Shopee Live Purchases at Sivali Factory

Yuliastuti, Handini (Unknown)
Mutiasari, Annisa Indah (Unknown)
Cahyani, Rusnandari Retno (Unknown)

Article Info

Publish Date
24 Dec 2024

Abstract

Translator   Translator   Translator   This study examines the impact of persuasive communication, discounts, and consumer trust on purchasing decisions during live-streaming sessions on Shopee, specifically focusing on the Sivali Factory account. The research employs a descriptive quantitative method, using questionnaires distributed to respondents who purchased products from Sivali Factory via Shopee live streaming. The data were analysed using multiple linear regression with SPSS version 25. Findings reveal that discounts and consumer trust significantly influence purchasing decisions, while persuasive communication does not have a significant effect. The study concludes that effective discount strategies and fostering consumer trust are crucial for enhancing purchasing decisions during live-streaming sessions. It is recommended that e-commerce businesses prioritise these factors to boost sales and consumer engagement.       

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Journal Info
Journal of Applied Management Research
Website

Abbrev

jamr

Publisher

Universitas Sahid Jakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering

Description

Journal of Applied Management Research is an electronic journal that focuses on the study of applied management. Topics published in this journal may pay attention, but are not limited to: Applied management study, including marketing management, human resource management, financial management, and ...