Pengaruh Fitur Flash Sale, Live Streaming Shopping dan Customer Review terhadap Niat Beli dan Keputusan Pembelian pada Platform E-Commerce Shopee

Authors

  • Miftahul Jannah Ateh Manajemen, Universitas Bakrie Jakarta, Indonesia

Keywords:

Flash Sale, Live Streaming, Customer Review, Niat Beli, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh flash sale, live streaming, dan customer review terhadap niat beli dan keputusan pembelian di platform e-commerce Shopee. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan metode survei terhadap 100 responden yang dipilih menggunakan rumus Slovin. Data dikumpulkan melalui kuisioner online yang disebarkan melalui media sosial. Hasil penelitian menunjukkan bahwa flash sale dan live streaming tidak berpengaruh signifikan terhadap niat beli dan keputusan pembelian, sedangkan customer review berpengaruh positif dan signifikan terhadap niat beli. Selain itu, niat beli memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini memberikan wawasan bagi e-commerce untuk meningkatkan transparansi flash sale dan kualitas ulasan produk guna meningkatkan kepercayaan konsumen.

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Published

20-03-2025

How to Cite

Ateh, M. J. (2025). Pengaruh Fitur Flash Sale, Live Streaming Shopping dan Customer Review terhadap Niat Beli dan Keputusan Pembelian pada Platform E-Commerce Shopee. Jurnal Pendidikan Tambusai, 9(1), 8585–8593. Retrieved from http://jptam.org/index.php/jptam/article/view/25938

Issue

Vol. 9 No. 1 (2025)

Section

Articles of Research

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Copyright (c) 2025 Miftahul Jannah Ateh

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