Unveiling the impact of Live-Stream Commerce (LSC) Customer Satisfaction in Online SMEs towards minimizing Cart Abandonment Rate (CAR)

There is a massive surge in the popularity of live streaming in general. Because these online discussions are live, anyone may participate in real-time communication. This benefits online businesses, both small and medium-sized, that use live streaming to market their goods and answer questions from potential clients. These days, many online businesses deal with the issue of online shopping cart abandonment, defined as when a consumer adds things to their virtual shopping carts but subsequently decides not to buy part or all of them. A literature study was conducted using studies on the Live-Stream Commerce Cart Abandonment Rate that supports the research. The variables of this research are Trust, Perceived Risk, Perceived Cost, Social Presence, and Cart Abandonment. The data collection method utilized by the author was purposive sampling in conjunction with quantitative research. One non-random sampling technique is purposeful sampling, in which the researcher selects samples based on characteristics that align with the study's goals and are anticipated to answer research questions. Indonesian Citizens made up the study's population. In this investigation, 521 samples were used, and the process took one month, from April to May 2024. Questionnaires and observations were used to obtain the data. Unlike promotions, discounts, and free shipping, buyers' primary concerns appear to be price. If retailers do not respond to questions, they have regarding the goods they are about to buy in a friendly and cordial manner, customers are more likely to give up on their shopping carts.