Abstract. The development of digital technology has changed consumer behavior in shopping, especially through e-commerce platforms such as Shopee. Live Streaming Shopping and Online Customer Review features have become strategies capable of influencing consumers' purchase decision. The purpose of this study is to determine the influence of each variable, both partially and simultaneously, on consumers' purchase decision on the Shopee marketplace, with a case study on L Tree by Lubna consumers in Bandung City. This research falls under the category of descriptive and verifiable research with a quantitative approach. The method used is a survey method with a questionnaire as the data collection instrument. The sampling technique employs purposive sampling, with a sample size of 98 respondents who are Shopee consumers who have purchased L Tree by Lubna products in Bandung City. The data analysis techniques used include multiple linear regression, coefficient of determination, and T-test and F-test to test the hypotheses. The results of the study indicate that live streaming shopping has a partial positive and significant effect on purchase decisions, while online customer review have a positive and significant effect on purchase decision. Simultaneously, both variables have a positive and significant effect on purchase decision. Abstrak. Perkembangan teknologi digital telah mengubah perilaku konsumen dalam berbelanja, khususnya melalui platform e-commerce seperti Shopee. Fitur Live Streaming Shopping dan Online Customer Review menjadi strategi yang mampu memengaruhi Purchase Decision konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh masing-masing variabel secara parsial maupun simultan terhadap keputusan pembelian konsumen pada marketplace Shopee, dengan studi kasus pada konsumen L Tree by Lubna di Kota Bandung. Penelitian ini termasuk dalam jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan adalah metode survei dengan kuesioner sebagai instrumen pengumpulan data. Teknik pengambilan sampel menggunakan metode purposive sampling, dengan jumlah sampel sebanyak 98 responden yang merupakan konsumen Shopee yang pernah membeli produk L Tree by Lubna di Kota Bandung. Teknik analisis data yang digunakan adalah regresi linier berganda, koefisien determinasi, serta uji T dan uji F untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa live streaming shopping secara parsial berpengaruh positif dan signifikan terhadap purchase Decision, online customer review berpengaruh positif dan signifikan terhadap purchase decision. Secara simultan, kedua variabel tersebut memberikan pengaruh positif dan signifikan terhadap purchase decision.
Amaly et al. (Fri,) studied this question.