Perbandingan Tingkat Keputusan Pembelian Konsumen pada Akun Shopee yang Menggunakan dan Tidak Menggunakan Live Streaming
DOI:
https://doi.org/10.71154/y1jtk725Kata Kunci:
E-Commerce, Streaming Langsung, Keputusan PembelianAbstrak
Perkembangan e-commerce di Indonesia, khususnya melalui platform Shopee, telah mendorong perubahan signifikan dalam perilaku belanja konsumen. Penelitian ini bertujuan untuk menganalisis perbandingan tingkat keputusan pembelian konsumen antara akun Shopee yang menggunakan fitur live streaming dan yang tidak. Metode penelitian yang digunakan adalah desain kuantitatif komparatif, dengan sampel konsumen aktif Shopee yang diperoleh melalui stratified random sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan uji-t dan regresi berganda. Hasilnya menunjukkan bahwa akun yang menggunakan live streaming memiliki tingkat keputusan pembelian yang jauh lebih tinggi, dengan perbedaan skor rata-rata sebesar 26,76 poin. Kesimpulan ini menggarisbawahi bahwa fitur live streaming memberikan keunggulan kompetitif dalam meningkatkan keputusan pembelian konsumen, menjadikannya strategi pemasaran yang efektif dalam ekosistem e-commerce. Penelitian ini menawarkan wawasan penting bagi penjual dan manajer dalam merancang strategi pemasaran yang lebih interaktif dan menarik.
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