PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAMAJA DI LIVE STREAMING E-COMMERCE

Abstract

This study aims to examine the effect of Price, Promotion, and Service Quality on Purchasing Decisions for Kamaja products through live streaming e-commerce. The research employed a quantitative approach using a causal research method. The population consisted of consumers who had watched or purchased Kamaja products through live streaming e-commerce. The sample consisted of 190 respondents selected using non-probability sampling with a purposive sampling approach. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.0. The results show that Price, Promotion, and Service Quality have positive and significant effects on Purchasing Decisions. The path coefficients are 0.193 for Price, 0.342 for Promotion, and 0.305 for Service Quality. The R-Square value of 0.603 indicates that the model explains 60.3% of the variance in Purchasing Decisions. These findings indicate that pricing, promotional activities, and service quality are important factors in shaping consumers’ purchasing decisions for Kamaja products in live streaming e-commerce.