Pengaruh Kualitas Engagement Interaksi Live Streaming Shopee terhadap Repurchase Decision E-Commerce Yayang Dessert

Dela Aprilia Fauziah; Tika Annisa Lestari Koeswandi; Azizah Fauziyah

doi:10.30640/jmcbus.v4i4.8062

Authors

Dela Aprilia Fauziah Universitas Pendidikan Indonesia
Tika Annisa Lestari Koeswandi Universitas Pendidikan Indonesia
Azizah Fauziyah Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.30640/jmcbus.v4i4.8062

Keywords:

E-Commmerce, Engagement Quality, Live Streaming, Repurchase Decision, Shopee

Abstract

Live streaming engagement quality is one of the factors that can influence consumers repurchase decision on e-commerce platforms. This study aims to describe the quality of Shopee live streaming engagement and consumers repurchase decision, as well as to analyze the effect of Shopee live streaming engagement quality on the repurchase decision of Yayang Dessert e-commerce consumers. This study employed a quantitative method using a descriptive verification approach. Data were collected through questionnaires distributed to 366 consumers who had previously made purchases through Shopee live streaming at Yayang Dessert. The data were analyzed using descriptive analysis, classical assumption tests, simple linear regression analysis, the coefficient of determination, and the t-test. The results showed that both live streaming engagement quality and repurchase decision were categorized as high. Furthermore, live streaming engagement quality had a positive and significant effect on repurchase decision, with a regression coefficient of 0.603, a t-value of 9.714, a significance value of 0.000 and a coefficient of determination of 48.6%. this study concludes that the higher the quality of live streaming engagement, the greater the likelihood that consumers will make repurchase decision.

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