Pengaruh Gamification dan Live Streaming Shopping terhadap Purchase Decision dengan Purchase Intention sebagai Variabel Intervening pada Marketplace Shopee di Kota Medan

Abstract

The competition in e-commerce in Indonesia makes e-commerce companies increasingly competitive to issue innovations by developing attractive strategies for customers. According to the results of an iPrice Indonesia survey, the number of monthly web visitors to the Shopee marketplace is ranked second in the third quarter of 2023. These results explain why Shopee has not become the main choice of customers when shopping online. Consumer desires that continue to change cause consumers to turn to other e-commerce sites that have more superior specifications than Shopee, causing many Shopee's users to switch to other service providers. This study aims to determine and analyze the effect of gamification and live streaming shopping on purchase decisions, with purchase intention as an intervening variable in the Shopee marketplace in Medan City. The population in this study is citizens of Medan City who have bought and used the Shopee marketplace at least twice a month. The sampling technique in this study is an accidental sampling technique of 220 respondents. The data analysis method uses structural equation modeling with partial least squares (SEM-PLS). The results showed that gamification (X1) has a positive and significant influence on purchase decisions (Y). Gamification (X1) has a positive and significant influence on purchase intention (Z). Live streaming shopping (X2) has a positive and significant influence on purchase decisions (Y). Live streaming shopping (X2) has a positive and significant influence on purchase intention (Y). Purchase intention (Z) has a positive and significant influence on the purchase decision (Y). Gamification (X1) has a positive and significant influence on purchase decision (Y) through purchase intention (Z). Live streaming (X2) has a positive and significant influence on purchase decision (Y) through purchase intention (Z).