Consumers’ Purchase Intention: The Impact of Live Streaming and Online Customer Review on Onlineshop Areum Art in Medan Perjuangan District

Lina; Sri Rezeki

doi:10.47663/ibec.v3i1.216

Authors

Lina Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Sri Rezeki Universitas Negri Medan

DOI:

https://doi.org/10.47663/ibec.v3i1.216

Keywords:

Live Streaming, Online Customer Review, Purchase Intention

Abstract

The purpose of this study is to determine the effect of Live Streaming (X₁) and Online Customer Review (X₂) on Purchase Intention (Y) in Areum Art Onlineshop. This type of research is quantitative research conducted in Medan Perjuangan District with a population of people who already know Onlineshop Areum Art but have never made a purchase. The purposive sampling technique was used in determining the sample and heir et al method was used in determining the sample size, which was 130 respondents. Data collection was carried out by direct observation, literature review and questionnaire results from respondents. Linear regression analysis test is used to analyze data on the three hypotheses in this study. The results show a significant influence of Live Streaming and Online Customer Review on Consumers’ Purchase Intention.

Downloads

Download data is not yet available.

References

Agustina, S. A., & Transistari, R. (2023). The Effect of Online Customer Reviews, Online Customer Ratings, and Influencers on Purchase Decisions. Telaah Bisnis, 24(1), 83. https://doi.org/10.35917/tb.v24i1.398

Cyntya, C., & Berlianto, M. P. (2023). Effect of Credible Online Review, Brand Equity Dimension, and Customer Satisfaction Towards Bio Beauty Lab’s Repurchase Intention. Jurnal Organisasi Dan Manajemen, 19(1), 203–223. https://doi.org/10.33830/jom.v19i1.3740.2023

Firda Rona Hafizhoh, Rayhan Gunaningrat, & Khabib Alia Akhmad. (2023). Potongan Harga, Live Streaming, Dan Online Customer Review Terhadap Minat Beli Konsumen Pada Aplikasi Tiktok Shop. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 2(3), 204–219. https://doi.org/10.55606/jupsim.v2i3.2023

Halim, N. R., & Iskandar, D. A. (2019). Pengaruh Kualitas Produk, Harga dan Strategi Promosi Terhadap Minat Beli. Jurnal Ilmu Dan Riset …, 4(3), 415–424. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/2605

Lazuardi, D., Gustina, I., & Rinaldi, M. (2022). Enrichment: Journal of Management Relationship of Location, Price, and Promotion to Interest in Buying Gordyn at Soni Interior House. Enrichment: Journal of Management, 12(5), 3795–3800.

MAHENDRA, R. R. (2021). PENGARUH KUALITAS PRODUK, ONLINE MARKETING, ELECTRONIC WORD of MOUTH, DAN HARGA TERHADAP MINAT BELI PRODUK FELLAS.CO. Performa, 6(3), 255–264. https://doi.org/10.37715/jp.v6i3.2528

Nada Adilah, & Agung Sedayu. (2024). Perspektif Pemasaran Media Sosial, Live Streaming, dan Penilaian Online Pelanggan Pada Minat Beli The Originote. Jurnal Riset Dan Inovasi Manajemen, 2(2), 01–17. https://doi.org/10.59581/jrim-widyakarya.v2i2.2922

Philip Kotler, K. K. (2021). Marketing Management (14th ed.). Person Education.

Prof. Dr. Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitattif, Dan R&D (Vol. 19).

Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO?: Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451

Rinaja, A. F., Udayana, I. B. N., & Maharani, B. D. (2022). Pengaruh Online Customer Review, Word of Mouth, and Price Consciousness Terhadap Minat Beli Di Shopee. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(3), 435–448. https://doi.org/10.37606/publik.v9i3.345

Sobari, N. (2022). the Effect of Live Streaming on Purchase Intention of E-Commerce Customers. International Conference on Family Business and Entrepreneurship, 282–290.

Soleha, F., Risal, M., & Wahyuningtiyas, N. (2023). pengaruh live streaming, online customer review, cashback promotion dan discount flash sale terhadap minat beli produk shopee (studi kasus pada pengguna shoppe di Kota Malang). Jurnal Riset Manajemen, 13(01), 510–518.

The Role Of E-Commerce In Increasing Msme Income In The Covid-19 Pandemic (Survey On Msme In Medan City). (2022). Journal of Economics, Finance And Management Studies, 05(08), 2174–2181. https://doi.org/10.47191/jefms/v5-i8-08

Tirtayasa, S., Yusri, M., & Rinaldi, M. (2022). Business Strategies of MSMEs During COVID-19,Deli Serdang, Indonesia. KnE Social Sciences, 2022(2009), 434–441. https://doi.org/10.18502/kss.v7i10.11246

Wahyudi, T. S. (2017). No TitleStatistika Ekonomi: Konsep, Teori, dan Penerapan (UB Press, Ed.; 1st ed.).