PENDEKATAN LIVE COMMERCE TERHADAP PERILAKU PEMBELIAN: TPB PADA PENGGUNA MARKETPLACE SHOPEE

This research aims to examine the influence of attitudes, subjective norms, and behavioral control on purchasing intentions, as well as examining the influence of purchasing intentions on purchasing behavior. Data was collected through a survey of 246 respondents who made transactions on Shopee Live Commerce using quota sampling. The data analysis technique used is Path Analysis and shows that attitudes, subjective norms, and behavioral control influence purchasing intentions, and purchasing intentions influence purchasing behavior