Factors Affecting the Intention to Buy Customers in Live Streaming Shopping

In this digital era, the technology development is rapidly growing. The growth of digital technology also impacts the development of people’s lifestyle in daily life. One thing affected is the lifestyle of shopping and selling. The COVID-19 pandemic has caused all people to isolate at home for about 2 years. This is also very influential with a drastic change in lifestyle activities must be conducted online at home. As a result, the process of doing business and shopping is also conducted at home and makes online shopping growing rapidly. The development of online shopping is also a factor that drives sellers to do live streaming shopping. This feature can help sellers in promoting products and helping customers to be able to shop more practically and interestingly. According to the development of live streaming shopping, it can be said that this feature is popular and demanded by many people in selling and shopping, especially on digital platforms because of its massive influence on both sellers and customers. This study aims to determine customer’s purchase intention in using live streaming shopping. The research examines the relationship between Product Information Demonstration, Hedonic Value, Seller Reputation, Perceived Usefulness, Seller Interaction, and Product Promotion, on Purchase Intention. With 130 data from respondents collected from social media using Structural Equation Modeling (SEM) for processing data. In this study, we will see how the factors affect customer purchase intention in using live streaming shopping.