PERAN LIVE STREAMING SELLING, ONLINE CUSTOMER REVIEW, DAN CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Studi Kasus Pegawai Pengadilan Negeri Cilacap)

Rulyanta Christin Zuhira Manalu; Sulartopo; Tantik Sumarlin

doi:10.55681/sentri.v5i9.7150

Authors

Rulyanta Christin Zuhira Manalu Program Studi Bisnis, Universitas Sains dan Teknologi Komputer
Sulartopo Universitas Sains dan Teknologi Komputer
Tantik Sumarlin Universitas Sains dan Teknologi Komputer

DOI:

https://doi.org/10.55681/sentri.v5i9.7150

Keywords:

Live Streaming Selling, Online Customer Review, Cash on Delivery, Purchase Decision, Shopee E-Commerce

Abstract

The proliferation of feature innovations on e-commerce platforms like Shopee in Indonesia has transformed consumer shopping habits. This research aims to provide a comprehensive overview of the impact of Live Streaming Selling (LSS), Cash on Delivery (COD) services, and Online Customer Reviews (OCR) on purchase conversion. The study involved 47 employees of the Cilacap District Court (8 judges, 32 civil servants, and 7 government employees under work agreements/PPPK) as respondents, selected via a census technique. A 5-point Likert scale was used to standardize responses during data collection, followed by analysis using multiple linear regression. The findings demonstrate that all variables exert a significant positive impact, both individually and collectively. Online Customer Reviews emerged as the variable with the strongest influence (β = 0.387; sig. = 0.000), followed by Live Streaming Selling (β = 0.312; sig. = 0.000) and Cash on Delivery (β = 0.241; sig. = 0.004). The coefficient of determination (0.742) indicates that 74.2% of the variation in purchase decisions can be explained by these three variables through the regression equation: Y = 2.145 + 0.312X₁ + 0.387X₂ + 0.241X₃.

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