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. Results demonstrate that both live shopping and product quality exhibit positive and significant impacts on purchasing decisions, analyzed individually and simultaneously, achieving an adjusted R² of 0.635. This indicates that 63.5% of consumer purchasing decisions are explained by these factors. 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.