The Effect of Live Streaming and Service Quality on Purchase Decisions at Ekyushop Store on the Shopee Marketplace

Authors

  • Elizabeth Tika Kristina Hartuti Study Program, Faculty of Economics and Business, Universitas Pamulang
  • Armansyah Study Program, Faculty of Economics and Business, Universitas Pamulang
  • Budhi Prabowo Study Program, Faculty of Economics and Business, Universitas Pamulang

DOI:

https://doi.org/10.55927/metropolis.v2i2.10

Keywords:

Live Streaming, Service Quality, Purchase Decision

Abstract

This study examines the effect of live streaming and service quality on purchase decisions at Ekyushop store on the Shopee marketplace, both partially and simultaneously. A quantitative associative method was used with 96 respondents determined via the Slovin formula from a population of 2,744 consumers. Data were analyzed using instrument testing, classical assumption testing, regression, correlation, determination, and hypothesis testing (SPSS version 20). Results show that live streaming has a positive and significant effect on purchase decisions, contributing 53.2% (t-count 10.168; sig. 0.000); service quality has a positive and significant effect, contributing 43.0% (t-count 8.293; sig. 0.000); and both simultaneously have a significant effect of 57.3% (F-count 60.364; sig. 0.000). The study recommends that Ekyushop improve the quality of its live streaming and service to strengthen consumers' purchase decisions.

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Published

2026-07-25

Issue

Vol. 2 No. 2 (2026): March 2026

Section

Articles

License

Copyright (c) 2026 Elizabeth Tika Kristina Hartuti, Armansyah, Budhi Prabowo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.