PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DI SHOPEE

Abstract

This research aimed to find out and analyze the effect of live streaming, online customer reviews, and product quality on the purchasing decisions of Skincare products in Shopee. Moreover, the research was quantitative. The data collection technique used non-probability sampling. The population was students in STIESIA Surabaya. Furthermore, the sampling technique used purposive sampling, with customers who used the Shopee application and had purchased Skincare products as the sample’s criteria. Additionally, the data were both primary and secondary. The instrument in the data collection technique was a questionnaire through Google Forms. In addition, the data analysis technique used multiple linear regression with the SPSS 26. The result showed that live streaming had a positive and significant effect on purchasing decisions. It happened since there was a discount and voucher given to have the products at a cheaper price. Likewise, online customer reviews had a significantly positive effect on purchasing decisions. The more positive reviews about the products, the higher the purchasing decisions would be. It was due to its effect to influence customers’ wants and trust. Similarly, product quality had a positive and significant effect on purchasing decisions; since higher product quality raised customers’ purchasing decisions.