PENGARUH FITUR SHOPEE LIVE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB BELLA SQUARE (STUDI PADA GENERASI Z DI JAKARTA)
Abstract
This study aims to examine the effect of Shopee Live Features and Price Perception on Purchase Decisions of Bella Square Hijab Products among Generation Z in Jakarta. The rapid growth of digital marketing and e-commerce has changed consumer purchasing behavior, particularly among Generation Z, who tend to utilize digital platforms as a source of product information and shopping decisions. Shopee Live as an interactive live streaming feature provides opportunities for consumers to obtain real-time product information, interact with sellers, and evaluate products before making purchase decisions. In addition, price perception becomes an important factor as consumers consider the suitability between price, quality, and benefits obtained from a product. This research uses a quantitative associative approach with 96 respondents from Generation Z in Jakarta who had purchased Bella Square Hijab Products through Shopee Live. Data were collected using questionnaires based on the indicators of each research variable and analyzed using multiple linear regression analysis. The results indicate that Shopee Live Features have a positive and significant effect on Purchase Decisions, with a p-value of 0.000 < 0.05 and a regression coefficient of 0.437. Price Perception also has a positive and significant effect on Purchase Decisions, with a p-value of 0.000 < 0.05 and a regression coefficient of 0.361. Furthermore, simultaneous testing shows that Shopee Live Features and Price Perception significantly influence Purchase Decisions with an Adjusted R-Square value of 0.551. These findings indicate that improving the quality of interactive shopping features and building positive consumer perceptions of price can encourage purchasing decisions for Bella Square Hijab Products among Generation Z in Jakarta.
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