DOI of the published article https://doi.org/10.24843/BSE.2025.v30.i01.p02
Influence of Content Products, Endorsements, and Live Streaming On Consumer Buying Interest Via E-Commerce (Study Pada UD Ivan Collection)
Pengaruh Konten Produk, Endorsements, dan Live Streaming Terhadap Minat Beli Konsumen Via E-Commerce (Study Pada UD Ivan Collection)
DOI:
https://doi.org/10.21070/ups.7527Keywords:
Content Products, Endorsements, Live Streaming, Buying InterestAbstract
This research describes the influence of product content, endorsements, live streaming on consumer buying interest via e-commerce. This research uses a quantitative approach with a conviniec sampling method. The sampling technique to meet eligibility for research is a minimum of 30 to 300 respondents. The data used in this research is data collected in this research, including secondary data obtained from journals or books, and primary data obtained through interviews and questionnaires. Data analysis techniques, this research uses SPSS version 27. Several analysis techniques used in this observation include validity, reliability and classical assumption tests. Then to test the hypothesis, namely multiple regression analysis, partial test, simultaneous test, and classic R2 test. Based on the results of research and discussions that have been carried out and described, it can be concluded that Content Products, Endorsements, Live Streaming have a significant influence on Consumer Purchase Interest Via E-Commerce.
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