Pengaruh Live Shopping Terhadap Keputusan Pembelian Pada Brand The Originote di Shopee

The growth of technological and internet advancements has brought significant changes in the way consumers behave, including through the emergence of the live shopping trend. This study aims to evaluate how live shopping influences purchasing decisions for The Originote brand products on Shopee, with a special focus on students of the Faculty of Economics and Business Class of 2021 at Wahid Hasyim University. This study is a quantitative study involving statistical calculations using SPSS version 24. The research sample consisted of 68 respondents, research data from primary data collected through questionnaires, via Google Form electronic media. Data analysis in this study includes several statistical tests, such as validity tests, reliability tests, classical assumption tests, normality tests, multicollinearity tests, heteroscedasticity tests, as well as simple linear regression tests, t-tests, and coefficient of determination tests. The results of this study reveal that live shopping has a significant positive influence on purchasing decisions for The Originote products on Shopee