PENGARUH TERPAAN FITUR SHOPEE LIVE STREAMING TERHADAP FREKUENSI PEMBELIAN PADA SISWA MAN DI KOTA MALANG (Studi Pada Siswa Madrasah Aliyah Negeri 2 Kota Malang)

Technological developments in the modern era have changed consumer behavior from direct purchases in stores to online purchases. Based on current digital technology developments, marketing has undergone a significant transformation, especially among the younger generation or Gen Z, which is increasingly made easier by technology. The Shopee e-commerce platform has a live streaming feature, where sellers introduce their products in real-time. Live streaming is used as a marketing and product promotion tool, because it has many advantages in attracting consumer attention. This research aims to find out whether there is an influence of exposure to the Shopee Live streaming feature on the frequency of purchases of MAN students in Malang City (Study of MAN 2 Malang City Students). This research uses marketing communication theory from the marketing mix aspect (product, price, place, promotion). This theory states that the 4p marketing mix aspect is useful for assessing the impact of the Shopee Live feature on purchasing frequency.
The research method used is quantitative. Data obtained through the survey method of distributing questionnaires. The sample in this study was 100 MAN students in Malang City (MAN 2 Malang City) which were generated using the Slovin formula. The results of the simple linear regression test are Y = 12,440 + 0.801x, which means that if the variable Exposure to the Shopee Live Streaming Feature (X) increases, then the Purchase Frequency variable (Y) increases by 0.081. Based on the coefficient of determination, the influence of exposure to the Shopee Live Streaming feature on purchase frequency is 55%, while 45% is influenced by other variables outside the variable of exposure to the Shopee Live feature. This means that there is a significant influence between Exposure to Shopee Live Features on Purchase Frequency.