ANALISIS PENGARUH KEPERCAYAAN, KETERLIBATAN KONSUMEN, DAN KUALITAS PRODUK SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MELALUI SHOPEE LIVE (Studi pada pengguna platform shopee live)

Abstract

ABSTRACT
The increase in online transactions is getting higher through e-commerce, e-
commerce platforms have a new way of online shopping, namely the emergence of a trend
phenomenon called live shopping online shopping promotional media tools, presenting
products and establishing social interactions. Transactions on e-commerce platforms are
increasing asconsumers switch online shopping methods due to the Covid-19 pandemic.
The purpose of the study was to determine the influence of trust, consumer engagement,
product quality on purchasing decisions through Shopee live.
The sampling method used in this study is nonprobability sampling with purpose
sampling technique. The sample was collected by 100 respondents who had made a
purchase through Shopee live. Data obtained from questionnaires is then processed and
analyzed using IBM SPSS software applications with multiple analyses that include
validity tests, reliability tests, classical assumption tests, multiple linear regression tests.
The results showed that trust had a negative and insignificant effect on purchasing
decisions, consumer engagement had a positive and significant effect on purchasing
decisions, product quality had a positive and significant effect on purchasing decisions,
and purchasing decisions mediated the influence of consumer engagement and product
quality on purchasing decisions.