The Influence of Live Streaming Shopping and Online Customer Reviews on N'Pure Skincare Purchase Decisions on Shopee
Keywords:
Live Streaming Shopping, Online Customer Review, Purchase DecisionAbstract
Introduction/Main Objectives: This study analyzes the influence of live streaming shopping and online customer reviews on purchasing decisions for N’Pure skincare products on Shopee, as the growing trends of live streaming and online reviews increasingly shape consumer behavior toward local skincare products.
Background Problems: The problem examined in this study is the unstable purchasing decisions for N'Pure skincare products on Shopee. Therefore, the question is formulated: Do live streaming shopping (X₁) and online customer reviews (X₂) individually influence purchasing decisions (Y) for N'Pure skincare products on Shopee?
Novelty: The novelty of this study is that, to date, there has been little research specifically examining the variables of live streaming shopping and online customer reviews on purchasing decisions for N'Pure skincare products on Shopee.
Research Methods: This research was conducted using quantitative methods. Primary data was obtained by distributing a Likert-scale questionnaire (1–5) to 100 female respondents aged 19–23 who had watched live streaming shopping and purchased N'Pure skincare products on Shopee at least twice in the past six months. Incidental sampling was used as the sampling technique. Data were analyzed using multiple linear regression with SPSS version 26.
Finding/Results: The results showed that live streaming shopping and online customer reviews had a positive and significant influence on purchasing decisions for N'Pure skincare products on Shopee.
Conclusion: The implications of these findings suggest that increasing live streaming interactivity and managing informative customer reviews can strengthen trust and drive consumer purchasing decisions.
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