PENGARUH ONLINE CUSTOMER REVIEW DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH KETERLIBATAN KONSUMEN PADA PRODUK FASHION (URBAN & CO) DI KALANGAN GENERASI Z KOTA MALANG

E-commerce in Indonesia is growing rapidly supported by internet access and digital platforms. The fashion industry is experiencing a significant increase, with purchasing decisions influenced by online customer review and live streaming that build trust and interactive experiences for consumers. The purpose of this study was to analyze the effect of online customer review and live streaming on purchasing decisions mediated by customer engagement in fashion products (Urban & Co) among generation Z in Malang. The population in this study is generation Z who buy Urban & Co products in Malang. The sample in this study were 96 respondents and used convenience sampling techniques. Data collection using a questionnaire in the form of a google form and using a Likert scale. Data analysis was carried out using Process Macro Hayes on SPSS 27. The results showed that online customer review and live streaming have a positive and significant effect on purchasing decisions and customer engagement. In addition, customer engagement also has a positive and significant influence on purchasing decisions and mediates the relationship between online customer review and live streaming on purchasing decisions.