Pengaruh Live Streaming Shopping dan Customer Review Terhadap Keputusan Pembelian Pada Fashion Oversize Melalui Marketplace Shopee. (The Influence of Live Streaming Shopping and Customer Reviews on Purchasing Decisions on Oversize Fashion via the Shopee Marketplace).

Setyaningrum, Salsabila Veronica (2024) Pengaruh Live Streaming Shopping dan Customer Review Terhadap Keputusan Pembelian Pada Fashion Oversize Melalui Marketplace Shopee. (The Influence of Live Streaming Shopping and Customer Reviews on Purchasing Decisions on Oversize Fashion via the Shopee Marketplace). Undergraduate thesis, Universitas 17 Agustus Surabaya.

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Abstract

Oversize fashion has become a popular trend among users of this e-commerce platform. Various types of oversized fashion products ranging from t-shirts, blouses, tunics, to dresses. Many shop users choose oversized fashion because it is easy to wear, not complicated, not tight on the body and gives a stylish and trendy impression. There is a challenge in creating a balance between style and proportion so that it still looks attractive and not too big. The aim of this research is to examine live streaming shopping (X1) and customer reviews (X2) on purchasing decisions (Y) for oversize fashion via the Shopee marketplace. Live streaming shopping is becoming an increasingly popular marketing method due to its interativity and ability to display products directly, which helps consumers understand product details and quality. Customer reviews, as a form of previous user reviews, play an important role in building trust and providing relevant information to potential buyers. This research uses quantitative methods. Data was collected through an e�questionnaire using g-from which was distributed to 130 respondents who had purchased oversized fashion through Shopee. Data analysis was carried out using the multiple linear regression method to test the proposed hypothesis. The research results show that live streaming shopping has a positive and significant influence on purchasing decisions. This shows that the more interesting and informative a live streaming is, the higher the likelihood that consumers will make a purchase. Apart from that, customer reviews were also found to have a positive and significant influence on purchasing decisions. Positive reviews from previous customers can increase the confidence of new consumers and encourage them to make a purchase.

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