The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students
Currently, there are many e-commerce platforms used to sell online, one of which is Shopee. Shopee offers a live-streaming feature with various promotions. The promotion is spread through a form of social media marketing known as viral marketing. This study aims to determine the effect of live stre...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2024-03-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/4614 |
| _version_ | 1797265999489138688 |
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| author | Marsita Julia Bakti Dhani Efita Sari |
| author_facet | Marsita Julia Bakti Dhani Efita Sari |
| author_sort | Marsita Julia Bakti |
| collection | DOAJ |
| description |
Currently, there are many e-commerce platforms used to sell online, one of which is Shopee. Shopee offers a live-streaming feature with various promotions. The promotion is spread through a form of social media marketing known as viral marketing. This study aims to determine the effect of live streaming, promotions, and viral marketing on purchasing decisions at Shopee for students. This study uses quantitative research methods with a causal-comparative design. The sample in this study consisted of 187 accounting education students, at Universitas Muhammadiyah Surakarta. Sampling was done using simple random sampling, and data collection was carried out by distributing questionnaires. The results of this study indicate that the F-test (simultaneous) and t-test (partial) show that live streaming has a significant effect on purchasing decisions, promotion has a significant effect on purchasing decision variables, viral marketing has a significant effect on purchasing decision variables, and live streaming, promotion, and viral marketing have a significant effect on purchasing decisions.
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| first_indexed | 2024-04-25T00:53:43Z |
| format | Article |
| id | doaj.art-47e8b0bf71b94faea64eab1de6a795d1 |
| institution | Directory Open Access Journal |
| issn | 2621-606X |
| language | English |
| last_indexed | 2024-04-25T00:53:43Z |
| publishDate | 2024-03-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj.art-47e8b0bf71b94faea64eab1de6a795d12024-03-11T14:35:13ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2024-03-017110.31538/iijse.v7i1.4614The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College StudentsMarsita Julia Bakti0Dhani Efita Sari1Universitas Muhammadiyah Surakarta, Sukoharjo, IndonesiaUniversitas Muhammadiyah Surakarta, Sukoharjo, Indonesia Currently, there are many e-commerce platforms used to sell online, one of which is Shopee. Shopee offers a live-streaming feature with various promotions. The promotion is spread through a form of social media marketing known as viral marketing. This study aims to determine the effect of live streaming, promotions, and viral marketing on purchasing decisions at Shopee for students. This study uses quantitative research methods with a causal-comparative design. The sample in this study consisted of 187 accounting education students, at Universitas Muhammadiyah Surakarta. Sampling was done using simple random sampling, and data collection was carried out by distributing questionnaires. The results of this study indicate that the F-test (simultaneous) and t-test (partial) show that live streaming has a significant effect on purchasing decisions, promotion has a significant effect on purchasing decision variables, viral marketing has a significant effect on purchasing decision variables, and live streaming, promotion, and viral marketing have a significant effect on purchasing decisions. https://e-journal.uac.ac.id/index.php/iijse/article/view/4614Live StreamingPromotionsPurchasing DecisionViral Marketing |
| spellingShingle | Marsita Julia Bakti Dhani Efita Sari The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students Indonesian Interdisciplinary Journal of Sharia Economics Live Streaming Promotions Purchasing Decision Viral Marketing |
| title | The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students |
| title_full | The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students |
| title_fullStr | The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students |
| title_full_unstemmed | The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students |
| title_short | The Effect of Live Streaming, Promotions, and Viral Marketing on Shopee Purchasing Decisions among College Students |
| title_sort | effect of live streaming promotions and viral marketing on shopee purchasing decisions among college students |
| topic | Live Streaming Promotions Purchasing Decision Viral Marketing |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/4614 |
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