Analysis of Essential Factors in Live Streaming Shopping That Influence Purchase Intention

Live streaming is one of the features on social commerce that is frequently used. According to Jajak Pendapat (JakPat) survey conducted in 2022, it is known that 83.7% of Indonesians have watched live shopping. With interactive features, creative live shopping styles, and collaboration with artists, live shopping has become a popular digital trend among society today, especially for generation Z with a percentage reaching 87%. This research was conducted because there is a research gap in several previous studies. The research aims to find out what factors make someone buy goods through live streaming shopping. This research consists of 10 variables with 16 hypotheses. Data collection was carried out using quantitative methods by distributing Google Forms using the snowball sampling technique. There were 866 respondents who filled out the research questionnaire. Of these responses, 92.6% of respondents had watched live streaming shopping. The research results show that customer engagement and loyalty have a significant positive influence on product purchase intentions in live streaming shopping. This research is useful for social commerce or e-commerce companies as well as sellers who use live streaming shopping services to find out the main factors that influence a person’s buying interest.