Determinan Keputusan Pembelian dalam Live Streaming Shopee: Perspektif dari Experiential Value dan Customer Review

Abstract

This study aims to examine the influence of experiential marketing (X1) and customer reviews (X2) on purchasing decisions (Y) through the Shopee Live Streaming feature in Tangerang Regency. The study respondents consisted of 194 active users who had made at least two transactions in the last six months, with data collected through a quantitative method-based questionnaire. Data were analyzed using multiple linear regression with the help of SPSS. The test results showed that experiential marketing had a positive and significant influence on purchasing decisions (β = 0.520; Sig. 0.000). Similarly, customer reviews contributed significantly and positively (β = 0.712; Sig. 0.000). Simultaneously, both variables explained 76.1% of the variation in purchasing decisions (R² = 0.761). These findings underscore the importance of improving the quality of consumer interactions and reviews to drive sales effectiveness through live streaming.