Effectiveness of the Shopee Live Features Sales Strategy on Influencing Consumer Purchase Interest Decisions by Information Systems Students

In the Shopee application there is a feature that is used as a promotional tool and which increases sales, namely, Shopee Live. A digital survey (Jakpat, 2022) published on Databoks in 2023 showed that Shopee was the application most used for live shopping in Indonesia, being used by 83.4% of live-shopping users. The present study aimed to determine the effectiveness of the Shopee Live feature sales strategy on influencing consumer buying interest decisions among information systems students. The data collection method used was a survey. The sampling technique used probability purposive sampling with a sample size of 54 respondents. Questionnaires were distributed online through Google Forms. Data analysis was carried out using simple linear regression analysis techniques with SPSS software. The results showed that the Shopee Live sales strategy had a strong influence on consumer buying interest decisions, with a correlation value of 0.990 and an influence contribution of 98.7% being recorded. In addition, significance testing supported the hypothesis that the Shopee Live sales strategy would exert an influence on consumer buying interest decisions.