Live Shopping and Product Quality Impact on Originote Purchase Decisions: Management Students Study

Abstract

This study investigates the influence of live shopping and product quality on purchasing decisions for Originote products among Management Study Program students at Methodist University of Indonesia. Employing a quantitative approach through survey methodology, data was collected from 50 student respondents. The results show that both live shopping and product quality have positive and significant effects on buying decisions, whether looked at separately or together, with an adjusted R² of 0.635. These factors explain 63.5% of consumer purchasing decisions. The findings emphasize the significance of interactive digital marketing strategies and consistent product standards in influencing consumer behavior. This research contributes valuable insights for marketing strategy formulation by highlighting the crucial role of live shopping and product quality in purchase decision-making.