The Influence of Prices and the Application of Shopee Live Features on Consumer Purchase Decisions on the Shoppe Marketplace in Kediri City

Abstract

The quicker innovative improvement makes businesses develop, one of which is E-Commerce. Ecommerce makes it simpler for buyers to shop. Cost is one important variables in customer purchase decision. To attract the attention of buyers, e-commerce is progressively creating its features, one of which is the Live Streaming Shopping feature that gives the impression of real life to customers. This study points to test costs and Live Streaming Features on Shopee Customer Purchasing Decisions in Kediri City. Information collection was carried out through the distribution of questionnaires distributed to 110 Shopee customers in Kediri City with random sampling techniques and the analysis method used was multiple linear regression with the assistance of SPSS tools. The results of the study found that price features a significant impact on customer purchasing decisions, while Live Streaming does not have a significant effect on buyer purchasing decisions, but partially Cost and Live Streaming Shopping Together have a significant impact on consumer purchase decision.