Pengaruh Live Streaming, Flash Sale dan Ulasan Produk terhadap Keputusan Pembelian pada E-Commerce

Consumer shopping styles continue to evolve along with technological advances, allowing them to shop easily via smartphones from home. The rapid growth in the e-commerce sector has created intense competition, prompting platforms to adopt various digital promotional features such as live streaming, flash sales, and product reviews to attract consumers. This study aims to explore how these three features influence fashion product purchasing decisions on e-commerce. SPSS version 27.0 was used in this study for data analysis using multiple linear regression and quantitative analysis techniques. Purposive sampling, a non-probability sampling approach, was used for the sampling process, and Google Form was used to distribute online questionnaires using a Likert scale for data collection. The results of this study indicate that live streaming has an effect on purchase satisfaction, flash sales have no effect on purchase decisions and product reviews have an effect on purchase decisions and, live streaming, flash sales and product reviews have a simultaneous effect on purchase decisions. Suggestions for further research include adding other variables not examined in this study and respondents in a wider area than in South Jakarta and a larger sample size.