<![CDATA[This study aims to analyze the influence of live streaming, brand Ambassadors, and Advertising on purchasing decisions for Erigo fashion products on Shopee. The study employs the Stimulus-Response (S-R) which was introduced by Ivan Pavlov in 1897, positioning live streaming, brand ambassadors, and advertising as stimuli that influence consumer responses— specifically, purchasing decisions. A quantitative approach was used, utilizing a non-probability purposive sampling technique to select 100 respondents who had previously purchased Erigo fashion products on Shopee. Data analysis was conducted using multiple linear regression with the aid of IBM SPSS Statistics 27. The results indicate that live streaming and brand ambassadors have a positive and significant influence on purchasing decisions, with brand ambassadors exerting the most dominant influence compared to the other variables. Meanwhile, while advertising showed a positive influence on purchasing decisions, the effect was not statistically significant. The novelty of this research lies in the simultaneous examination of the effects of live streaming, brand ambassadors, and advertising on purchasing decisions for Erigo fashion products on Shopee within the context of the Purwokerto community. This study is expected to contribute to the development of digital marketing research particularly regarding the application of S-R theory—and provide valuable insights for the company in formulating effective marketing strategies.]]>
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