The Influence of Live Shopping and Online Customer Reviews on Fashion Product Purchase Decisions

Technological developments and online shopping trends have changed the landscape of fashion commerce. In this context, Live Shopping and Online Customer Reviews are important factors influencing consumer purchasing decisions. This research aims to analyze the influence of Live Shopping and Online Customer Reviews on purchasing decisions for fashion products, using case studies. The research aims to identify the extent to which Live Shopping and Online Customer Reviews influence fashion product purchasing decisions. This research also seeks to understand consumer preferences for product information sources and satisfaction levels after purchase. This study uses a survey method. The data collected were analyzed using regression analysis and descriptive statistics to measure the influence of Live Shopping and Online Customer Reviews. The research results show that Live Shopping has a significant positive influence on purchasing decisions for fashion products, with higher levels of trust and satisfaction. Online Customer Reviews also have a positive influence, although at a lower level than Live Shopping. Consumer preferences tend to favor Live Shopping as the primary source of information.