Analysis of the Influence of Interactive Communication, Consumer Preferences, and Promotional Effectiveness on Purchasing Decisions on the Shopee Live Streaming Features

Abstract

With the popularity of the live streaming features as a marketing strategy, there is a need to understand in more depth how factors such as Interactive Communication, Consumer Preferences, and Promotional Effectiveness influence consumer purchasing decisions in the context of using Shopee's live streaming feature. It is important to understand how direct interactions between sellers and consumers via live broadcasts influence consumer perceptions of products or services, as well as the extent to which consumer preferences and promotional effectiveness can influence consumer purchase intentions through these features. In this case the researcher uses quantitative research with a comparative causal type because it discusses the cause-and-effect relationship of two or more variables, namely the influence of independent variables in the form of interactive communication, consumer preferences, and online promotions on the dependent variable, namely purchasing decisions with Shopee's live streaming feature. as the object. With Interactive Communication results are related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 , the consumer preference variable is related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 . However, the promotion effectiveness variable is not related to purchasing decisions because the T statistics value is below 1.96 and the p value is above 0.05. Streamers or sellers can increase interaction with customers, pay attention to their preferences, and don't just focus on promotions to attract customers.