Shopee Live, Keragaman Produk, dan Keputusan Pembelian Mahasiswa: Tinjauan dari Sudut Psikologi Konsumen dan Akuntansi Perilaku

This study aims to analyze the influence of product variety and the frequency of watching Shopee Live on students' purchasing decisions. A quantitative approach was used, employing multiple linear regression on data collected from 50 student respondents. The results show that simultaneously, product variety and viewing frequency significantly affect purchasing decisions. However, partially, only product variety has a significant influence, while viewing frequency does not show a meaningful effect. Classical assumption tests were conducted, revealing that while the data was not fully normal, there were no signs of multicollinearity, heteroscedasticity, or non-linearity. These findings contribute to a better understanding of consumer behavior in the context of online shopping through live streaming features.