The Influence of Live Streaming, Store Badge, and Store Rating on Brand Image and Purchasing Decisions at Treera Indonesia Stores in the Shopee Platform

Abstract

With the advancement of technology and the increasing penetration of the internet, consumer behavior has undergone significant changes. According to data from Analytic Data Advertising, there has been a dramatic surge of 400% in e-commerce activities since March 2020, which correlates with the onset of the COVID-19 pandemic. This research aims to analyze the influence of live streaming, store badges, and store ratings on brand image and purchasing decisions, particularly in the context of online shopping, where consumer decisions are often based on digital information and virtual interactions. The population in this study consists of consumers of Treera Indonesia store. One hundred respondents were identified using purposive sampling techniques with criteria for high shopping intensity on the Shopee platform. Hypothesis testing in this research is conducted using the Structural Equation Model (SEM) based on Partial Least Square (PLS) approach. Based on the analysis of 7 hypotheses, it was found that 6 hypotheses were accepted, and 1 hypothesis was rejected. From these findings, it is concluded that live streaming, store bagde, store ratings and brand image has a significant positive influence on purchasing decisions. Additionally, store badges and store ratings have a significant positive influence on brand image. However, live streaming does not have a significant influence on brand image.