<![CDATA[This study aims to analyze the influence of live streaming promotions and online customer reviews on consumer purchase intention for fashion products on the Lazada e-commerce platform in Depok City, both partially and simultaneously. A quantitative approach was employed, utilizing a questionnaire as the research instrument. The sample consisted of 120 respondents selected via non-probability sampling using a purposive sampling technique. Data analysis was conducted using SPSS software (version 26), encompassing validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), and hypothesis testing via t-tests (partial) and F-tests (simultaneous). The results indicate that live streaming promotions have a significant negative effect on purchase intention, whereas online customer reviews have a significant positive effect. Simultaneously, both live streaming promotions and online customer reviews significantly influence consumer purchase intention for fashion products on Lazada in Depok City. The coefficient of determination reveals that the two independent variables explain 39.9% of the variation in purchase intention, while the remaining 60.1% is attributed to variables not included in this study. These findings suggest that enhancing the quality of customer reviews and optimizing live streaming promotional strategies can be effective measures for boosting consumer purchase intention on e-commerce platforms.]]>
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