2024
DOI: 10.58578/ijemt.v2i1.2827
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The Influence of Marketing Mix on Purchasing Decisions on E-Commerce Live Streaming Platforms

Rizky Nanda Verina,
Rininta Nurrachmi,
Afif Zaerofi

Abstract: This study aims to examine the influence of marketing mix (product, price, promotion, people, and process on purchasing decisions on E-commerce Live streaming platforms such as Shopee Live and Tiktok Live. The population of this study is consumers in Indonesia who have shopped through Live streaming commerce. The type of research used is quantitative research. Data analysis techniques using Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9 app… Show more

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