The Influence of Live Streaming Marketing on Consumer Purchase Decisions on Social Commerce Platforms in Surakarta City

Anggit Dyah Kusumastuti; Nafi’ah Alifia Anindita Susilo

doi:10.63922/ijebir.v5i04.5489

Anggit Dyah Kusumastuti Business Administration Study Program, Sahid University of Surakarta
Nafi’ah Alifia Anindita Susilo Business Administration Study Program, Sahid University of Surakarta

DOI: https://doi.org/10.63922/ijebir.v5i04.5489

Keywords: Live Streaming Marketing, Purchasing Decision, Social Commerce, Digital Marketing

Abstract

The growth of social commerce has driven the adoption of live streaming marketing as a digital marketing strategy capable of enhancing interaction between sellers and consumers. Through live streaming features, consumers can obtain direct product information, interact with sellers, and view product demonstrations prior to making a purchase. This study aims to analyze the impact of live streaming marketing on consumer purchasing decisions within social commerce platforms in Surakarta City. A quantitative approach was employed, utilizing a survey method with 101 respondents selected via purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests, simple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with the aid of IBM SPSS software. The results indicate that live streaming marketing has a positive and significant effect on consumer purchasing decisions, evidenced by a regression equation of Y = 2.689 + 0.924X , a calculated t-value of 21.497 (sig. 0.000), a calculated F-value of 462.134 (sig. 0.000), and an R² value of 0.824. These findings demonstrate that live streaming marketing accounts for 82.4% of the variation in consumer purchasing decisions, while the remaining 17.6% is influenced by factors outside the scope of the research model. The results suggest that the more effectively live streaming marketing is implemented, the greater the likelihood of consumers making purchasing decisions on social commerce platforms.

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