An Analysis of the Influence of Live Streaming, Influencer Marketing, and E-WOM on Consumer Purchase Decisions on the Shopee Platform

Adiel Mutiara Sava; Ika Diyah Candra Arifah

doi:10.55227/ijhess.v6i2.2441

Authors

Adiel Mutiara Sava Digital Business, Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia
Ika Diyah Candra Arifah Digital Business, Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v6i2.2441

Abstract

The rapid development of e-commerce has changed consumer purchasing behavior and encouraged companies to implement various digital marketing strategies. This study aims to analyze the influence of Live Streaming, Influencer Marketing, and Electronic Word of Mouth (E-WOM) on Purchase Decisions among Shopee users. This research used a quantitative approach with a survey method. Data were collected through an online questionnaire from 130 Shopee users who met the research criteria and were selected using purposive sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Live Streaming has a positive but insignificant effect on Purchase Decision (β = 0.181; p = 0.166). Influencer Marketing has a positive and significant effect (β = 0.214; p = 0.004), while E-WOM has a positive and significant effect and shows the strongest influence on Purchase Decision (β = 0.592; p < 0.001). These findings indicate that Influencer Marketing and E-WOM play an important role in influencing consumers' purchasing decisions on Shopee.

References

Cinthya Maulidha, P., & Wibowo, T. S. (2025). Pengaruh Live Streaming Video Penjualan Dan Online Customer Review Terhadap Keputusan Pembelian di Lokapasar Shopee (Studi Pada Mahasiswa Prodi Manajemen Angkatan 2020 Universitas PGRI Adi Buana Surabaya).

Jason, I. N., & Slamet, F. (2024). 25.+Immanuel+Nicholas+Jason+793-802. Jurnal Manajerial Dan Kewirausahaan.

Leriyan, V. A., Listyawati, I. H., Murtini, M., Cahyono, E., Tinggi, S., Bisnis, I., & Nusa, K. (2025). E-ISSN:2715-8594 Veni Ardiati Leriyan 1) , Indri Hastuti Listyawati 2): XII (Number 2).

Memon, M. A., Thurasamy, R., Ting, H., & Cheah, J. H. (2025). PURPOSIVE SAMPLING: A REVIEW AND GUIDELINES FOR QUANTITATIVE RESEARCH. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01

Mulyani, S., Amilia, S., Rosa Indah, D., & Samudra Penulis Korespondensi, U. (2024). PENGARUH CONTENT MARKETING DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE. 13. https://vt.tiktok.com/ZSFH9j3n7/

Riawan, A., Prasetianingsih, E., & Hidayat, R. (2025). JASTA+2025.1+(1-9). Journal of Data Science Theory and Application.

Syazwani, S. A. H., -, H., & Khusaeri, A. (2026). PENGARUH LIVE STREAMING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS:LINAZENSHOP OFFICIAL STORE DI SHOPEE). Jurnal Informatika Dan Teknik Elektro Terapan, 14(2). https://doi.org/10.23960/jitet.v14i2.9165

Wahyudi, A. T. (2023). 9096-Article Text-30948-1-10-20230713.

Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N. P. E. (2023). Purchasing decisions effect of social media marketing, electronic word of mouth (eWOM), purchase intention. Journal of Accounting and Finance Management, 4(1), 74-86.

Agustina, D., & Nuryani, H. S. (2026). Pengaruh Influencer Marketing, Diskon, Dan Live Streaming Terhadap Mahasiswa Universitas Teknologi Sumbawa Di Aplikasi Shopee. Jurnal Ilmu Sosial dan Humaniora, 2(1), 599-612.

Mulyaningtyas, D., & Yanti, V. (2025). Increase Sales with Influencers and Word of Mouth: a Live Streaming Study on Cosmetics and Fashion Products at Shopee Batam Customers. Journal of Applied Business Administration, 9(1), 94-102.

Saniyah, F., Sukaesih, I., & Susanti, S. (2026). Pengaruh Kualitas Produk, Live Streaming Promotion, dan Ulasan Pelanggan Terhadap Keputusan Pembelian Saff & Co Di Shopee. Journal Of Human And Education (JAHE), 6(4), 461-468.

Chandraa, M., Sukmaningsih, D. W., & Sriwardiningsih, E. (2024). The impact of live streaming on purchase intention in social commerce in Indonesia. Procedia Computer Science, 234, 987-995.

Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249, 104415.

Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more?. Heliyon, 6(11).

Chen, Y. L., Chang, C. L., & Sung, A. Q. (2021). Predicting eWOM’s influence on purchase intention based on helpfulness, credibility, information quality and professionalism. Sustainability, 13(13), 7486.

Fernandy, M. A. (2024). Pengaruh Live Streaming, Influencer Marketing, Dan Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Pada Shopee Di Kabupaten Jember (Studi Kasus Mahasiswa Universitas Muhammadiyah Jember). Jurnal Sains Manajemen dan Bisnis Indonesia, 14(2), 56-62.

Winardy, M. G., Chandra, A. G., Raymond, M., Laudy, M. L., Angelina, A., & Sanapang, G. M. (2026). Peran Influencer, Electronic Word Of Mouth (E-Wom), Live Streaming Terhadap Keputusan Pembelian Kosmetik Pada Aplikasi Shopee. Jurnal Online Manajemen ELPEI, 6(1), 1806-1818.

Sembiring, N. R., & Lubis, A. (2026). Pengaruh Online Review dan Online Rating terhadap Keputusan Pembelian Produk Skintific di Shopee pada Gen Z. Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), 7(1), 90-101.

Fadila, N., Susilowati, F., & Sumarmi, S. (2025). What drives impulse buying on Shopee? Exploring the influences of live streaming, online trust, and e-WOM. Jurnal Ilmu Manajemen, 14(2), 201-212.

Tantri, T., & Tuti, M. (2026). Driving Purchase Decisions and Electronic Word of Mouth Through Influencer Marketing, Gamification, and Live Streaming: Evidence from TikTok Shop. In JDM (Jurnal Dinamika Manajemen) (Vol. 17, Issue 2). https://journal.unnes.ac.id/journals/jdm

Purba, N. F., & Harahap, H. H. (2026). Pengaruh Live Streaming, Online Customer Review, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fashion pada Platform Shopee dalam Mendukung Pertumbuhan Ekonomi Digital. Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien), 5(12), 1767-1785.

Zhang, P., Hasan, N., Aljaroodi, H. M., Chao, C. W., & Chiong, R. (2026). A systematic literature review of live-stream influencer marketing: theories, motivational factors and future research directions. Asia Pacific Journal of Marketing and Logistics, 38(3), 700-719.

Halim, H., & Sitinjak, T. J. R. (2022). The mediating role of E-WOM on the relationship of social media and online purchase decisions: A lesson from Shopee. Jurnal Ekonomi Perusahaan, 29(2), 29-38.

Jokhu, J. R., & Yuliana, R. (2023). Do People Still Listen to Influencers for Buying Decision? Influencer Effect on Purchase Decision Mediated by Electronic Word of Mouth. Journal Ilmiah Manajemen Dan Bisnis ISSN, 9(2), 178-190.

Herrando, C., & Martín‐De Hoyos, M. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), 2288-2299.

Dema, Y., Mutiarawati, E. V., & Billy, Y. L. (2025). The role of micro-influencers in social media marketing: A quantitative study on purchase intent using source credibility theory. Jurnal Ekonomi Perusahaan, 32(1), 8-26.

Valentino, S. (2025). Pengaruh E-WOM dan perceived Quality terhadap Purchase Intention Lumiere Du Monde di Surabaya. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 10(2), 508-529