The Influence of Live Streaming, Marketing Communication Strategies, and Price Discounts on Purchase Decisions for Glad2Glow Skincare Products on Shopee

Rizki Aprillia; Yuli Yanti Wulansari

doi:10.61536/escalate.v4i4.812

Authors

Rizki Aprillia Maarif Hasyim Latif University, Sidoarjo
Yuli Yanti Wulansari Maarif Hasyim Latif University, Sidoarjo

DOI:

https://doi.org/10.61536/escalate.v4i4.812

Keywords:

Consumer Behavior, E-Commerce, Live Streaming, Marketing Communication, Purchase Decision

Abstract

The development of e-commerce and the Shopee Live feature increases opportunities for interactive skincare product marketing, while brand competition encourages companies to use marketing communications and price discounts to influence purchasing decisions. This study aims to analyze the influence of live streaming, marketing communication strategies, and price discounts on purchasing decisions for Glad2Glow skincare products on Shopee. The study used a quantitative approach with a causal associative method. The study population was Glad2Glow consumers in Sidoarjo Regency who had watched and purchased products through Shopee Live, with a sample of 100 respondents selected using purposive sampling. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that all three variables partially and simultaneously had a positive and significant effect on purchasing decisions. Price discounts were the most dominant variable. In conclusion, the integration of the three marketing strategies can strengthen consumer purchasing decisions

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