Pengaruh Kualitas Produk, Live Streaming Promotion, dan Ulasan Pelanggan Terhadap Keputusan Pembelian Saff & Co Di Shopee

Authors

  • Fanni Saniyah Universitas Islam Syekh-Yusuf (UNIS) Tangerang
  • Imas Sukaesih Universitas Islam Syekh-Yusuf (UNIS) Tangerang
  • Santi Susanti Universitas Islam Syekh-Yusuf (UNIS) Tangerang

DOI:

https://doi.org/10.31004/jh.v6i4.2884

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Live Streaming Promotion, dan Ulasan Pelanggan terhadap Keputusan Pembelian produk Saff & Co di Shopee pada masyarakat wilayah Kota Tangerang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 155 responden yang dipilih menggunakan purposive sampling dengan kriteria berdomisili di Kota Tangerang, pernah membeli produk Saff & Co melalui Shopee, dan pernah menyaksikan live streaming promotion Saff & Co di Shopee. Data dikumpulkan melalui kuesioner daring menggunakan Google Form dan dianalisis dengan Structural Equation Modeling-Partial Least Square (SEM-PLS) menggunakan SmartPLS versi 3. Hasil penelitian menunjukkan bahwa Kualitas Produk, Live Streaming Promotion, dan Ulasan Pelanggan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Ulasan Pelanggan memiliki pengaruh relatif paling kuat dengan koefisien jalur sebesar 0,442, diikuti Kualitas Produk sebesar 0,306 dan Live Streaming Promotion sebesar 0,230. Nilai adjusted R-square sebesar 0,578 menunjukkan bahwa ketiga variabel mampu menjelaskan 57,8% variasi Keputusan Pembelian. Hasil penelitian memberikan implikasi bagi Saff & Co untuk mempertahankan kualitas produk, mengoptimalkan live streaming, dan mengelola ulasan pelanggan sebagai sumber informasi bagi calon pembeli.

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Published

2026-08-28

How to Cite

Saniyah, F., Sukaesih, I., & Susanti, S. (2026). Pengaruh Kualitas Produk, Live Streaming Promotion, dan Ulasan Pelanggan Terhadap Keputusan Pembelian Saff & Co Di Shopee. Journal Of Human And Education (JAHE), 6(4), 461–468. https://doi.org/10.31004/jh.v6i4.2884

Issue

Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)

Section

Articles

License

Copyright (c) 2026 Fanni Saniyah, Imas Sukaesih, Santi Susanti

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