The Influence of Live Streaming and Online Customer Reviews on Buying Decisions forRadysa Medan Customers at Shopee

Abstract

With the progression of computerized innovation, buyers' way of life has been affected, leading to a move
towards online shopping over conventional retail. Research Problem and Aim: (1) The Influence of Live
Streaming on Buying Decisions; (2) The Influence of Online Customer Reviews on Purchase Decisions;
(3) The Influence of Live Streaming and Online Customer Reviews on Buying Decisions of Radysa Medan
customers on Shopee. The research method used is quantitative. By distributing questionnaires to 86
respondents, followers of Radysa in Medan City. The data analysis technique uses multiple linear
regressions. With the study results: (1) Live Streaming (X1) has a positive and significanct influence on
Buying Decisions (Y), evidenced by t-value 1.754 > t-table 1.292 and a significant of 0.080 < 0.1; (2)
Online Customer Review (X2) has a positive and significant influence on Buying Decisions (Y),
evidenced by t-value 18.433 > t-table 1.292 and a significance of 0.083 < 0.1; (3) Live Streaming (X1)
and Online Customer Review (X2 ) together (simultaneously) have a positive and significant influence on
Purchase Decisions (Y), evidenced by t-value 175.980 > t-table 2.37 and a significance of 0.001 < 0.1.