Indonesia's e-commerce industry continues to expand rapidly as more consumers rely on digital platforms for daily shopping. Alongside this growth, competition among online sellers has intensified. Businesses are no longer competing only through competitive pricing or product variety. Instead, they must create engaging shopping experiences that build customer confidence and encourage immediate purchasing decisions.
One of the fastest-growing strategies is live streaming commerce, where sellers promote products through real-time video broadcasts while interacting directly with potential buyers. During these sessions, customers can ask questions, watch product demonstrations, receive limited-time promotions, and communicate instantly with sellers. This interactive shopping experience has become a powerful marketing tool across major e-commerce platforms, particularly Shopee.
The researchers explain that service quality remains equally important. Fast responses, dependable delivery, empathy toward customers, and professional communication all contribute to stronger customer trust. When combined with live streaming, these elements create a shopping experience that increases consumer confidence and reduces uncertainty before making a purchase.
Quantitative Research with 96 Shopee Consumers
The study adopted a quantitative descriptive-associative research design to measure how live streaming and service quality influence purchasing decisions. Data were collected between September 2025 and July 2026 at the Ekyushop store located in Parigi Village, Pangandaran Regency.
The researchers surveyed 96 consumers, selected from a total customer population of 2,744 using probability sampling and the Slovin formula. Respondents completed online questionnaires using a Likert scale, while additional information was gathered through observation, interviews, sales records, and live streaming viewer statistics. Statistical analysis was conducted using SPSS to evaluate relationships between variables and test the significance of the findings.
The respondent profile reflects the demographics commonly associated with online shopping. Most participants were female (65.6%), between 15 and 25 years old (71.9%), and students (52.1%), indicating that younger consumers dominate live-commerce engagement on Shopee.
Live Streaming Significantly Influences Purchase Decisions
The statistical analysis demonstrates that live streaming has a strong and statistically significant influence on consumer purchasing decisions.
The study found that live streaming explains 53.2% of consumers' purchase decisions, with a strong correlation coefficient of 0.732. The hypothesis test produced a t-value of 10.168, far exceeding the required threshold, confirming that interactive live streaming positively affects buying behavior.
According to the researchers, live streaming creates an environment where consumers feel more connected to sellers. Real-time demonstrations, direct conversations, immediate responses, and authentic product presentations help reduce uncertainty and encourage customers to complete transactions more confidently.
Service Quality Also Plays a Critical Role
Service quality emerged as another major factor affecting purchasing decisions.
The analysis shows that service quality contributes 43.0% to purchase decisions, with a strong correlation coefficient of 0.656 and a highly significant statistical result. Customers were more likely to purchase products when they experienced prompt responses, reliable delivery, professional communication, and genuine attention to their needs.
The researchers note that in online shopping environments, consumers cannot physically inspect products before buying. As a result, trust becomes one of the most valuable assets for online retailers, making service quality an essential competitive advantage.
The Strongest Results Come from Combining Both Strategies
Perhaps the most important finding is that live streaming and service quality become even more effective when implemented together.
The combined analysis shows that both variables explain 57.3% of consumers' purchasing decisions. The statistical model generated an F-value of 60.364 with a significance level of 0.000, confirming that the combination of engaging live broadcasts and excellent customer service has a substantial positive impact on online purchasing behavior.
However, the researchers also note that 42.7% of purchasing decisions are influenced by other factors not examined in this study, including product pricing, brand trust, customer reviews, and other marketing variables.
Recommendations for Online Businesses
Based on the findings, the researchers recommend several practical improvements for e-commerce sellers.
First, businesses should increase the quality and frequency of live streaming sessions while making broadcasts more interactive to attract larger audiences.
Second, companies should continuously improve service quality by responding more quickly to customer inquiries, demonstrating greater empathy, maintaining professional communication, and enhancing the visual presentation of their online stores during live broadcasts.
Finally, offering more convenient payment options—including Cash on Delivery (COD)—could further improve customer satisfaction and encourage higher purchase rates.
Why the Findings Matter
The research provides valuable insights for businesses operating in the rapidly expanding digital commerce sector.
For online retailers, the findings demonstrate that successful e-commerce strategies require more than attractive products or competitive pricing. Interactive customer engagement and excellent service quality have become decisive factors influencing consumer behavior.
For digital marketers, the study highlights the growing importance of live commerce as a powerful marketing channel capable of building trust, increasing customer interaction, and driving conversions.
For universities and business educators, the findings illustrate how consumer behavior continues to evolve alongside technological innovation, emphasizing the need to prepare future professionals with expertise in digital marketing, customer experience, and e-commerce management.
As Kristinai, Armansyah, and Prabowo conclude, live streaming and service quality should be viewed as complementary business strategies rather than separate marketing activities. Together, they create a more engaging shopping experience that strengthens consumer confidence and significantly increases purchasing decisions on digital marketplaces such as Shopee.
Author Profile
Kristinai, Armansyah, and Prabowo are researchers specializing in marketing management, consumer behavior, digital commerce, and business strategy. Their collaborative research examines how emerging digital technologies, particularly live streaming commerce and service quality, influence purchasing behavior within Indonesia's rapidly growing e-commerce ecosystem.
Source
Article Title: The Influence of Live Streaming and Service Quality on Purchase Decisions at the Ekyushop Store on the Shopee Marketplace
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