The influence of product quality, Electronic Word of Mouth, and Live Streaming on fashion consumers' purchasing decisions on e-commerce Shopee Case study of the city of Yogyakarta

Lilis Karlina, Sukardi Sukardi

Abstract


This research aims to determine the influence of product quality, electronic word of mouth, and live streaming on fashion consumers' purchasing decisions on Shopee e-commerce. The sample in this research was 140 people consisting of the people of Yogyakarta City. The research method used in this research is quantitative. The data collection technique uses a questionnaire that has been tested for validity using Pearson Correlation, and reliability testing using the Cronbach Alpha formula. The data analysis technique uses multiple regression tests. The results of this research show that product quality (X1) does not have a positive effect on fashion consumers' purchasing decisions on Shopee e-commerce with a regression value of 0.0104 and a significance level of 0.186. Electronic word of mouth (X2) has a positive effect on fashion consumers' purchasing decisions on e-commerce Shopee with a regression value of 0.317 and a significance level of 0.000. Live streaming (X3) has a positive effect on fashion consumers' purchasing decisions on Shopee e-commerce with a regression value of 0.480 and a significance level of 0.000. The large influence of product quality, electronic word of mouth, and live streaming is able to explain the purchasing decision variable of fashion consumers on e-commerce Shopee by 71% while the remaining 29% is explained by other variables outside this research.

 

Keywords: Product Quality, Electronic Word Of Mouth, and Live Streaming.


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References


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

This work is licensed under CC BY 4.0