PENGARUH PENGGUNAAN LIVE STREAMING, ONLINE BRAND TRUST DAN PROMOSI DALAM SOCIAL COMMERCE TERHADAP KEPUTUSAN PEMBELIAN

Muh Syulhabiullah. 2024. The Influence of Live Streaming Usage, Online Brand Trust, and Promotion in Social Commerce on Purchase Decisions, supervised by Muhammad Hidayat and Anshar Daud.
This study aims to analyze (1) The partial and simultaneous relationships between the variables of live streaming usage, online brand trust, and promotion on purchase decisions. (2) The most dominant factor influencing purchase decisions in
social commerce.
The sample selection in this study used a quantitative method with a saturated sample of 104 respondents who are active users of social commerce in Makassar city in
making online purchases. Primary data was collected through an online questionnaire that has been tested for its quality, and then the model was tested using classical
assumptions to test the proposed research hypotheses with multiple linear regression analysis.
The results of the study show that (1) Partially, live streaming usage and online brand trust do not have a significant influence on purchase decisions. On the other
hand, promotion has a significant and positive influence on purchase decisions. Live streaming usage, online brand trust, and promotion also have a significant and positive
influence on purchase decisions simultaneously. (2) Promotion is the most dominant factor influencing purchase decisions in social commerce.