JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Live Streaming, Customer Reviews, and Brand Image on Purchasing Decisions of Compass Shoes on Shopee E-Commerce Platform

Fahren Heigy Ferdinansyah (Unknown)
Muttaqien, Zaenul (Unknown)
Murdiyanto, Edi (Unknown)

Article Info

Publish Date
13 Jun 2026

Abstract

This study analyzes the influence of live streaming, customer reviews, and brand image on purchasing decisions for Compass shoes on Shopee. Using a quantitative causal-associative approach, data were collected from 96 respondents through Likert-scale questionnaires and analyzed using SEM-PLS with SmartPLS 4.0. The results show that brand image has a positive and significant effect on purchasing decisions, while live streaming and customer reviews have no significant partial effects. Thus, purchasing decisions are mainly influenced by brand perception rather than digital interaction features or online reviews. Keywords: Live Streaming; Purchase Reviews; Brand Image; Purchase Decision; E-Commerce

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...