Pengaruh Live Streaming, Viral Marketing, dan Sales Promotion terhadap Keputusan Pembelian Pengguna Shopee (Studi pada Generasi Z Kecamatan Medan Baru)

Abstract

The current e-commerce business competition requires entrepreneurs to pay more attention to product quality, price, and promotion in order to attract consumers to make purchases, including the Live Streaming feature, Viral Marketing and Sales Promotion. This study aims to determine and analyze the effect of Live Streaming, Viral Marketing and Sales Promotion on Purchasing Decisions of Shopee users in generation Z in Medan Baru District. This research is associative research and the type of data used is quantitative data. The population in this study were Generation Z Shopee users in Medan Baru District, Medan City. The number of samples in this study were 100 people with sampling techniques using purposive sampling with the criteria of having made transactions at Shopee, having participated in live streaming at Shopee, having bought viral goods at Shopee, having transacted with promos conducted by Shopee, aged 12-26 years (Generation Z) and residing in Medan Baru District, Medan City. Data analysis used multiple linear regression analysis. The data is processed statistically with the SPSS for windows program, namely the F-test model, t-test and the coefficient of determination (R2). The results of this study indicate that simultaneously Live Streaming, Viral Marketing and Sales Promotion have a positive and significant effect on the Purchasing Decisions of Shopee users in generation Z of Medan Baru District. Partially, Live Streaming, Viral Marketing and Sales Promotion have a positive and significant effect on the Purchasing Decisions of Shopee users in Generation Z of Medan Baru District.