The Influence of Shopee Live streaming during the Big Ramadhan Sale 2024 on Purchase Decisions During Sahur Amongst Migrant Students in Surabaya
DOI:
https://doi.org/10.26740/tc.v9i1.65851Keywords:
Live streaming, Purchasing Decisions, Digital Promotion, Shopee Big Ramadhan SaleAbstract
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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