The Influence of Live Streaming Shopping, Online Customer Reviews, and Brand Image on Online Purchase Intention for Kahf Skincare on Shopee

Akbar Reva Mufadhol, Ign. Agus Suryono, ST Haryono, Krisnandini Wahyu Pratiwi, Sudaryatie Sudaryatie

Abstract


This study examines the effect of live streaming shopping, online customer reviews, and brand image on the online purchase intention of Kahf skincare consumers at the Shopee marketplace in Special Region of Yogyakarta. This study uses a quantitative method with purposive sampling technique. Data was collected through a survey of 110 Kahf skincare consumers at the Shopee marketplace in the Special Region of Yogyakarta. Data analysis was carried out using SPSS software. The results showed that; 1) live streaming shopping, online customer reviews, and brand image together have a significant effect on the online purchase intention of Kahf skincare consumers at the Shopee marketplace in Special Region of Yogyakarta, 2) live streaming shopping have a positive and significant effect on the online purchase intention of Kahf skincare consumers at the Shopee marketplace in Special Region of Yogyakarta, 3) online customer review have a positive and significant effect on the online purchase intention of Kahf skincare consumers at the Shopee marketplace in Special Region of Yogyakarta, 4) brand image have a positive and significant effect on the online purchase intention of Kahf skincare consumers at the Shopee marketplace in Special Region of Yogyakarta.

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