The Influence Of Live Streaming And Price Discounts On Consumer Purchase Interest On Shopee E-Commerce (Case Study Of Nurul Falaah High School Students)

Abstract

In recent years, e-commerce growth in Indonesia has increased rapidly, in line with advances in digital technology, increased internet penetration, and shifts in consumer behavior, resulting in an increasing reliance on online platforms to meet daily needs. Shopee is listed as one of the e-commerce sites with the highest number of visits until the end of 2024. This study aims to analyze the effect of live streaming and discounts on consumer purchasing interest, using a case study of Nurul Falaah high school students. This study employs a quantitative approach, utilizing non-probability sampling techniques, specifically incidental sampling, and involves 100 respondents. Data was obtained through unstructured interviews and questionnaires, then analyzed using validity and reliability tests, t-tests, determination coefficients, correlations, and multiple linear regression with the help of SPSS version 21. The results indicate that live streaming and price discounts have a positive and significant impact, both individually and collectively, on consumer purchasing decisions. The coefficient of determination value of 0.550 indicates that these two variables contribute 55% to purchasing decisions, while the remaining 45% is influenced by other factors not examined in this study. Thus, the research hypothesis can be accepted and proven to be true.