PENGARUH LIVE STREAMING SELLING, PROGRAM CASHBACK, DAN HARI BELANJA ONLINE NASIONAL TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI KOTA TANGERANG

Abstrak

Penelitian ini menganalisis pengaruh Live Streaming Selling, Program Cashback, dan Hari Belanja Online Nasional terhadap keputusan pembelian di Shopee. Perubahan perilaku belanja masyarakat dari konvensional ke daring dipengaruhi oleh kemudahan yang ditawarkan e-commerce, termasuk Shopee. Permasalahan utama mencakup minimnya interaksi saat live streaming, kesulitan menggunakan voucher cashback, serta gangguan system saat Hari Belanja Online Nasional. Tujuan penelitian ini adalah mengetahui pengaruh parsial dan simultan dari ketiga faktor tersebut. Metode kuantitatif asosiatif digunakan dengan 105 responden di Kota Tangerang yang merupakan pengguna Shopee aktif, berusia minimal 18 tahun, dan telah melakukan pembelian minimal tiga kali. Data dikumpulkan melalui kuesioner online. Hasil uji validitas dan reliabilitas menunjukkan instrumen valid dan reliabel. Uji asumsi klasik juga terpenuhi. Secara parsial, Live Streaming Selling memiliki t hitung < t tabel (0,345 < 1,98373) dan Program Cashback memiliki t hitung <  t tabel (1,123 < 1,98373) tidak berpengaruh signifikan, namun Hari belanja Online Nasional memiliki t hitung > t tabel (3,555 > 1,98373) berpengaruh positif dan signifikan. Secara simultan ketiga variabel berpengaruh signifikan terhadap keputusan pembelian karena f hitung > f tabel (12,461 > 2,69). Ketiga variabel ini menjelaskan 24,8% keputusan pembelian.

This study analyzes the effect of Live Streaming Selling, Cashback Program, and National Online Shopping Day on purchasing decisions at Shopee. The change in people's shopping behavior from conventional to online is influenced by the convenience offered by e-commerce, including Shopee. The main problems include the lack of interaction during live streaming, difficulty using cashback vouchers, and system disruptions during National Online Shopping Day. The purpose of this study was to determine the partial and simultaneous effects of these three factors. The quantitative associative method was used with 105 respondents in Tangerang City who areactive Shopee users, at least 18 years old, and have madepurchases at least three times. Data was collected through an online questionnaire. The results of the validity and reliability tests show that the instruments are valid and reliable. The classic assumption test is also met. Partially, Live Streaming Selling has t count < t table (0.345 < 1.98373) and Cashback Program has t count < t table (1.123 < 1.98373) has no significant effect, but National Online Shopping Day has t count > t table (3.555 > 1.98373) positive effect and significant. Simultaneously, the three variables have a significant effect on purchasing decisions because f count > f table (12.461 > 2.69). These three variables explain 24.8% of purchasing decisions.