<![CDATA[This study aims to analyze the influence of live streaming and online customer reviews on purchasing decisions for Wardah products on Shopee. The study employed a quantitative method using a survey design. The study population consisted of 272 active Management students in the Faculty of Economics and Business at Ibn Khaldun University, Bogor, in 2022. The sampling technique used purposive sampling, and the sample size was calculated using Yamane’s formula, resulting in 80 respondents. Data collection was conducted through the distribution of an online questionnaire. Data analysis was performed using SPSS version 26, including validity tests, reliability tests, correlation tests, simple linear regression analysis, multiple linear regression analysis, the coefficient of determination, t-tests, and F-tests. The results of this study indicate that, when considered individually, the live streaming variable does not have a significant effect on purchasing decisions, while online customer reviews do have a significant effect on purchasing decisions. Simultaneously, the live streaming and online customer review variables have a significant effect on the decision to purchase Wardah products on Shopee.]]>
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