The Influence Of Live Streaming, Price And Trust On The Repurchase Interest Of Shopee E-Commerce Consumers In Bengkulu City
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: The purpose of this study was to determine the effect of live streaming, price and trust on the repurchase intention of Shopee e-commerce consumers in Bengkulu City. The sample in the study amounted to 180 Shopee users in Bengkulu City, data collection using a questionnaire and the analysis method used was quantitative method. The results of the regression analysis show Y = 7.200 + 0.088X1 + 0.163X2 + 0.513X3 + e. Live streaming has a significant influence on the repurchase interest of Shopee e-commerce consumers in Bengkulu City with a significant value of 0.041 <0.05. Price has a significant influence on the repurchase interest of Shopee e-commerce consumers in Bengkulu City with a significant value of 0.017 <0.05. Trust has a significant influence on the repurchase interest of Shopee e-commerce consumers in Bengkulu City with a significant value of 0.000 <0.05. Live streaming, price and trust have a significant and joint effect on the repurchase interest of Shopee e-commerce consumers in Bengkulu City with a significant value of 0.000 <0.05. Based on the results of the research that has been carried out, the trust variable (X3) has the greatest influence on the repurchase interest of Shopee e-commerce consumers in Bengkulu City. This shows that consumers are more likely to make repeat purchases if they believe and trust the seller or e-commerce platform used.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408259166