<![CDATA[The development of e-commerce in Indonesia, particularly through the Shopee platform, has driven significant changes in consumer shopping behavior. This study aims to analyze the comparison of consumer purchase decision levels between Shopee accounts that use the live streaming feature and those that do not. The research method employed is a comparative quantitative design, with a sample of active Shopee consumers obtained through stratified random sampling. Data were collected via an online questionnaire and analyzed using t-test and multiple regression. The results indicate that accounts using live streaming have a significantly higher purchase decision level, with an average score difference of 26.76 points. This conclusion underscores that the live streaming feature provides a competitive advantage in enhancing consumer purchase decisions, making it an effective marketing strategy within the e-commerce ecosystem. This study offers important insights for sellers and managers in designing more interactive and engaging marketing strategies.]]>
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