THE IMPACT OF MARKETING THROUGH LIVE STREAMING OF THE SHOPEE E-COMMERCE PLATFORM ON THE DECISION TO PURCHASE LUCU KIDS CHILDREN'S CLOTHING PRODUCTS

Celine Endara Juwastra PUTRI; Helena Hanindya Kartika PUTRI

doi:10.33068/iccd.v7i1.852

Celine Endara Juwastra PUTRI Bina Nusantara University
Helena Hanindya Kartika PUTRI Bina Nusantara University

DOI: https://doi.org/10.33068/iccd.v7i1.852

Keywords: Live Streaming, e-Commerce, Shopee, Purchase Decisions, Digital Marketing

Abstract

This study aims to determine the impact of marketing through live streaming of the Shopee e-commerce platform on the purchase decision of LUCU Kids products. The research includes the marketing strategies used, the identification of factors that influence consumer purchases and the effectiveness of live streaming that influences purchase decisions. The research method used is qualitatively quasi-experimental with a one-group pretest-posttest design. Data collection techniques through live streaming experiments, observation and documentation. The results of the study show that marketing through live streaming encourages consumer purchase decisions. These findings provide important implications for business actors in optimizing digital marketing strategies in the e-commerce era. (C.E.J.P)

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