Pengaruh Live Streaming dan Voucher Discount terhadap Keputusan Pembelian Parfum Onix di Marketplace Shopee

The Effect of Live Streaming and Discount Vouchers on Onix Perfume Purchase Decisions on the Shopee Marketplace

Abstract

The growth of e-commerce encourages businesses to use digital marketing features, including live streaming and voucher discounts, to influence consumer purchase decisions. This study aims to analyze the effect of live streaming and voucher discounts on purchase decisions for Onix perfume on the Shopee marketplace, both partially and simultaneously. A quantitative approach with an associative descriptive design was used. Primary data were collected through an online five-point Likert questionnaire from 100 respondents selected by purposive sampling, with the sample size determined using the Lemeshow formula. Data were analyzed using multiple linear regression in SPSS after validity, reliability, and classical assumption tests. The results show that live streaming has a positive and significant effect on purchase decisions (t = 3.728; Sig. = 0.000), as does the voucher discount (t = 6.548; Sig. = 0.000). Simultaneously, both variables have a significant effect (F = 34.650; Sig. = 0.000) with an adjusted R₂ of 0.405, jointly explaining 40.5% of the variation in purchase decisions. The voucher discount is the more dominant variable, with a partial contribution of 29.88% compared with 11.77% for live streaming. Businesses should combine interactive live streaming with voucher schemes whose financial benefits are clearly perceived by consumers.