PENGARUH SHOPPE LIVE STREAMING DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN MEREK KATTOEN

Purchasing decisions are customer activities to determine choices from various products to meet customer needs. The purpose of this research is to determine the influence of shoppee live streaming on purchasing decisions for Kattoen brand clothing, to determine the influence of e-service quality on purchasing decisions for Kattoen clothing and to determine the effect of shoppee live streaming and e-service quality simultaneously on purchasing decisions for Kattoen clothing , as well as to find out which live streaming and e-service quality are the most dominant in influencing Kattoen product purchasing decisions. This research was conducted on all Kattoen consumers at the Shopee market with a total of 105 respondents using purposive sampling techniques and using the multiple linear regression analysis method. The results of the research are that live streaming partially has a significant influence on purchasing decisions, e-service quality partially has a significant influence on purchasing decisions and live streaming and e-service quality simultaneously have a significant influence on purchasing decisions, and e-service quality has a dominant influence on decisions. purchase. Kattoen brand clothing.