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

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.