The Role of Shopee Live Streaming as an Interactive Marketing Strategy in Improving Purchasing Decisions

Abstract

This study aims to analyze the role of Shopee Live Streaming as an interactive
marketing strategy in enhancing purchasing decisions among Indonesian consumers. Using a
quantitative descriptive approach, data were collected from 100 Shopee users who had
participated in live streaming sessions. The research focused on examining the influence of
interactivity and trust on purchasing behavior. Results of the multiple regression analysis
using SPSS showed that both interactivity and trust have a positive and significant effect on
consumers’ purchasing decisions. Interactive communication through live sessions increases
engagement and purchase intention, while host credibility and product transparency
strengthen consumer trust. The findings indicate that Shopee Live Streaming successfully
combines entertainment and marketing to create a two-way interactive experience that drives
purchase conversion. This study contributes to the understanding of digital consumer
behavior and offers practical insights for sellers and marketers to optimize live streaming as
an effective marketing strategy in the digital era.