A Quantitative Approach to Factors Affecting Generation Z’s Purchasing Decisions on Live Streaming Features in E-Commerce
DOI:
https://doi.org/10.17977/um003v11i32025p219Keywords:
E-commerce, Live Streaming, Product Quality, Purchasing Decision, TrustAbstract
Rapid technological developments have brought about new changes in the digital economy. The live streaming feature in e-commerce is a sign that e-commerce is growing rapidly in Indonesia. This live streaming feature involves various parties, such as influencers who act as streamers, playing a role in explaining and marketing products to build customer trust and influence purchasing decisions, as well as sellers as product providers who are expected to offer high-quality products to enhance customer confidence in those products. This study aims to analyze the factors that influence purchasing decisions in live streaming on e-commerce platforms. This study involved a quantitative method by employing data from the Generation Z population residing in Jakarta, processed using structural equation modelling with SmartPLS version 3.0. This study confirms that streamer interactivity, product quality, and trust have positive and significant effects on Generation Z’s purchasing decisions through live streaming features in e-commerce. Interactive streamers can create an engaging atmosphere, build emotional connections, and strengthen parasocial relationships with consumers, which ultimately encourage purchase decisions.References
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