Pengaruh Celebrity Endorse, Live Streaming, dan Online Customer Review terhadap Keputusan Pembelian Fashion di Shopee

The aim of this research is to examine the influence of celebrity endorsements, live streaming, and online customer reviews on fashion purchasing decisions at Shopee. The population in this study were teenage Shopee users in the Greater Solo area. The sample was taken using a non-probability sampling method with a purposive sampling. Sample calculations used the Hair formula and obtained 135 samples. The data in this research comes from questionnaires as primary data and literature reviews as secondary data. Data were analyzed using multiple linear regression. The research results show that celebrity endorsements, live streaming, and online customer reviews simultaneously or together have a significant influence on fashion purchasing decisions at Shopee. The results of the t test analysis show that celebrity endorsement partially has a significant positive effect on fashion purchasing decisions at Shopee (tcount 2.114 > ttable 1.66). Live streaming partially has a significant positive effect on fashion purchasing decisions at Shopee (tcount 4.922 > ttable 1.66). Partial online customer reviews also have a significant positive effect on fashion purchasing decisions at Shopee (tcount 5.727 > ttable 1.66).