Pengaruh Live Streaming dan E-Service Quality terhadap Keputusan Pembelian Produk Fast Fashion Generasi Z di E-Commerce Shopee

Generation Z, who was born in the digital era and grew up with high access to technology, has different shopping habits than previous generations. They use mobile devices more often and are more responsive to the content presented interactively. On the other hand, the quality of electronic services is also an important factor that can build or destroy consumer loyalty. In a highly competitive e-commerce environment, aspects such as reliability, responsiveness, delivery speed, and transaction security are key in influencing purchasing decisions. This study uses a quantitative descriptive method with a cross-sectional approach, where data is collected through a survey of 240 respondents who are active Shopee users and have shopped through the live streaming feature. The selected respondents are Generation Z who live in the Greater Jakarta area, who have used Shopee at least once in the past month and have witnessed or participated in live streaming of fashion product sales on Shopee. The results of the data analysis show that live streaming has a significant influence on purchase decisions. This feature allows consumers to see products directly, get information in real-time, and interact directly with sellers. This interaction creates greater trust because consumers can see the details of the product directly and ask them what they need before deciding to buy.