The Influence of Shopee Affiliate, Shopee Paylater, and Shopee Live Streaming on the Purchase Decision of Fashion Products on the Shopee Application among Students of Solo Technology Christian University

Gabriela Rumahorbo; Adhita Maharani Dewi

Authors

Gabriela Rumahorbo Management Study Program, Faculty of Economics, SOLOTECH University, Indonesia
Adhita Maharani Dewi Management Study Program, Faculty of Economics, SOLOTECH University, Indonesia

Keywords:

Shopee Affiliate, Shopee PayLater, Shopee Live Streaming

Abstract

Technology in the current globalization era brings numerous changes, including the popularity of online shopping across various demographics. Shopee is prominently usedttttt within the community. Multiple factors influence purchasing decisions, particularly for fashion products. This research aims to analyze the impact of Shopee's Affiliate, PayLater, and Live Streaming programs on fashion product purchasing decisions. This quantitative study involves 40 respondents selected through non-probability sampling (purposive sampling) from Solo Christian Technology University, who previously purchased fashion products on Shopee, utilizing questionnaires. Results indicate Shopee Affiliate partially influences purchasing decisions, PayLater has no partial impact, and Live Streaming partially influences purchasing decisions. These three variables collectively affect fashion product purchasing decisions among Solo Christian Technology University students.

Downloads

Download data is not yet available.

References

Benediktova, Barbora, and L. N. (2008). “MASTER’S THESIS Affiliate Marketing Perspective of Content Providers.”

“H25“H251180574_Qistan Wicaksono.” n.d. (n.d.).

Harahap, I. A. (2020). Pengaruh Mekanisme Kinerja dan Budaya Organisasi Terhadap Kinerja Organisai (Studi terhaap Guru dan Pegawai MAN Sibolga).

Ii, B A B, A Keputusan Pembelian, and K. P. (2019). Keputusan Pembelian, and Keputusan Pembelian. T1_162013016_Bab Ii.” (Sofjan Assauri, 2004:141), 6–25.

Inawati, Rizal Ruben Manullang, and Z. (2021). “Analisis Rancangan E-Business Untuk Pengembangan Umkm Di Kepulauan Bangka Belitung (Studi Kasus Produk Unggulan Sari Jeruk Kunci, Koperasi Produsen Melati Maju Bersama Pangkalpinang).” Jurnal Ilmiah Bisnis Elektronik 1 (1): 35–41. https://doi.org/10.61533/jinbe.v1i1.155.

Rahmawaty, Ita, Lailatus Sa’adah, and L. M. (2023). “PENGARUH LIVE STREAMING SELLING, REVIEW PRODUCT, DAN DISCOUNT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE SHOPEE.” Jurnal Riset Entrepreneurship 6 (2): 80. https://doi.org/10.30587/jre.v6i2.5956.

Victor Kamanda, S. (n.d.). PENGARUH FITUR LIVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA PELANGGAN E-COMMERCE SHOPEE. 2(1), 1–7.

Yassir, U., Hidayati, N., & Pardiman. (2020). Pengaruh Budaya Organisasi, Komitmen Organisasional, Dan Motivasi Terhadap Kinerja (Studi Kasus Pada Pengurus Pondok Pesantren Sunan Drajat Lamongan ). E – Jurnal Riset Manajemen, 73–87.