THE INFLUENCE OF LIVE STREAMING SELLING, FREE SHIPPING, AND ONLINE CUSTOMER REVIEWS ON THE PURCHASE INTENTIONS OF CONSUMERS IN THE SHOPEE MARKETPLACE AMONG GENERATION Z IN KARANG WEDORO VILLAGE, TURI DISTRICT, LAMONGAN REGERENCY

Abstract

This study aims to examine the influence of live streaming selling, free shipping, and online customer reviews on the purchase intention of consumers in the Shopee marketplace, particularly among Generation Z in Karang Wedoro Village, Turi District, Lamongan Regency. Using a non-probability sampling technique, this research involves 91 respondents who are Shopee consumers. Data were collected through questionnaires.

Data analysis includes validity testing, reliability testing, classical assumption testing, multiple linear regression, correlation coefficients, determinant coefficients, and both t-tests and F-tests. The results show that live streaming selling has a calculated t-value of 3.614, which is greater than the t-table value of 1.987. Free shipping presents a calculated t-value of 2.441, and online customer reviews have a calculated t-value of 2.464, both of which also exceed the same t-table value. The F-test shows a significance value of 0.000, which is less than 0.05, and a calculated F-value of 71.955, surpassing the F-table value of 2.71. These findings indicate a positive and significant influence, both partially and simultaneously, on purchase intention. Among the three variables, live streaming selling has the most dominant effect on purchase intention with a regression value of 0.366.