The Influence of Shopee Live streaming during the Big Ramadhan Sale 2024 on Purchase Decisions During Sahur Amongst Migrant Students in Surabaya

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Published: Jan 25, 2025
DOI: https://doi.org/10.26740/tc.v9i1.65851
Keywords:
Live streaming, Purchasing Decisions, Digital Promotion, Shopee Big Ramadhan Sale

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Andini Putri
Universitas Negeri Surabaya
Tatak Setiadi
Universitas Negeri Surabaya

Abstract

This study aims to analyze the influence of live streaming on purchasing decisions of out-of-town students in Surabaya during the Shopee Big Ramadhan Sale 2024 event. Involving 334 respondents, this study evaluates the extent to which product quality indicators, host credibility and promotions (discounts & time) can influence consumer purchasing decisions. The research approach used in this study is a quantitative method using data analysis techniques in the form of Classical Assumption Test, Normality Test, Heteroscedasticity Test, Linearity Test. The results of the study show that live streaming promotions have a positive and significant influence on purchasing decisions, with a contribution of 43.1% and sahur time during Ramadhan is an effective


 

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How to Cite
Putri, A., & Tatak Setiadi. (2025). The Influence of Shopee Live streaming during the Big Ramadhan Sale 2024 on Purchase Decisions During Sahur Amongst Migrant Students in Surabaya. The Commercium, 9(1), 382–388. https://doi.org/10.26740/tc.v9i1.65851
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Vol. 9 No. 1 (2025): The Commercium
Section
artikel

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