The Influence of Live Streaming and Electronic Word of Mouth (EWOM) on the Purchase Decisions of Aerostreet Shoes on Shopee Among Generation Z in Semarang City
DOI:
https://doi.org/10.51903/e-bisnis.v19i1.3611Keywords:
Live streaming, Electronic Word of Mouth, Generasi Z, Shopee, Semarang, Purchase DecisionAbstract
This research aims to analyze the impact of electronic word-of-mouth (e-WOM) and live streaming on Generation Z’s purchase decisions of Generation Z in Semarang when it comes to Aerostreet shoes on Shopee. Generation Z (those living in Semarang and) who have purchased at least two or more pairs of Aerostreet sneakers through Shopee are the primary subjects of this quantitative study. By combining Cochran's approach with deliberate selection, 119 respondents from Generation Z in Semarang were selected. We looked at primary data from Likert scale surveys and secondary data from literature research, and we tested their validity, reliability, and classical assumptions. The analysis was conducted using SPSS multiple regression analysis, coefficient t-tests, simultaneous F-tests, and coefficient of determination. According to the t-test partial results, e-WOM (X2) is also statistically significant (t-value 6.439, sig. 0.000 < 0.05), and live streaming (X1) substantially influences purchase decisions (Y) in a favorable way (t-value 4.781, sig. 0.000 < 0.05). A simultaneous test with a significance level of 72.4 (p 0.000 < 0.05) confirms the combined influence of both variables. The R-squared statistic of 58% accounts for the variance in purchase choices, while other factors account for the remaining 42%.
References
Annisa, M., & Arif, D. (2025). Pengaruh Live Streaming dan Electronic Word of Mouth ( E-Wom ) terhadap Keputusan Pembelian Online dengan Kepercayaan Konsumen sebagai Variabel Mediasi Pada Konsumen XYZ Official Store di Sidoarjo. 9, 28155–28163
Belluci, C., & Dewi, Y. K. (2025). Indonesian Journal of Digital Business PENGARUH LIVE STREAMING SHOPEE DENGAN. 5(April), 200–222.
Daroini, F., Hasan, I., Syariah, P., Ekonomi, F., Islam, U., & Maulana, N. (2023). Pengaruh Pemasaran Digital , Product Innovation , Kolaborasi Brand Dan Ulasan Pelanggan Online Terhadap Purchasing Decision Sepatu Aerostreet. 12(2), 174–184.
Elfera, S. S., Sugiana, D., Bakti, I., & Bandung, U. P. (2024). Pengaruh Iklan Live Streaming Shopee terhadap Keputusan Pembelian Dimoderasi oleh Sikap. 7, 176–187.
Elita, V. (2024). PENGARUH LIVE STREAMING DAN POTONGAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA SHOPEE PADA GENERA. 1–11.
Fitriana, A. S. (2025). Tren Konsumsi Generasi Z dan Dampaknya terhadap Model Bisnis Beretika. 3(2), 85–97.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program SPSS 26. In Badan Penerbit Universitas Diponegoro.
Heriyanto, D. (2024). Indonesia Gen Z. IDN Research Institute, 102. https://cdn.idntimes.com/contentdocuments/indonesia-gen-z-report-2024.pdf
Jati, Y., Mohungo, Y., & Zain, Z. P. (2026). Pengaruh Online Customer Review terhadap Keputusan Pembelian pada Marketplace Shopee yang Dimediasi oleh Kepercayaan pada Produk Wardah Lightening Series. 5(1), 845–855.
Jefri Putri, N., Diah, A., & Gairah, S. (2021). Teori Pelaku konsumen. In Ekonomi.
Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.
Nur, D. S., & Octavia, A. (2022). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIASI PADA MARKETPLACE SHOPEE DI KOTA JAMBI. 11(02), 387–399.
Ofong, S. (2024). Pengaruh Electronic Word Of Mouth (E-WOM) Dan Fitur Live Streaming Terhadap Keputusan Pembelian Produk Kosmetik Pinkflash Pada Marketplace Shopee. Skripsi.
Rahmawati, L., Suryaningprang, A., Saputro, A. H., & Ismail, G. D. (2026). Pengaruh Live Streaming , Influencer Marketing dan Electronic Word Of Mouth ( E-WOM ) Terhadap Keputusan Pembelian Produk Fashion di TikTok Shop Pada Kalangan Generasi Z. 4(4), 10760–10767.
Ramadhani, O., Syamsir, P, M. R. A., Kamalawati, N., Fazila, M., Ananta, D. D., & Elijha, M. N. (2025). Persepsi Mahasiswa Gen Z Terhadap Perubahan Sosial Di Era Digitalisasi. Jurnal Pendidikan Tambusai, 9(1), 42034208.
Silviah, R., & Ali, H. (2024). Pengaruh Celebrity Endorsement , Online Customer Review , dan Minat Pembelian Ulang Terhadap Kepercayaan Konsumen Pada Skincare Scarlett Whitening di Online Shop Tiktok. 3(1), 75–86.
Siregar, A. I. (2024). Studi Literature : Hubungan E-WOM dan Keputusan Pembelian. 3(1), 50–58.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.
Sukirman, R., Kumalasari, F., & Hendrik. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen Pada Marketplace Shopee. Journal of Trends Economics and Accounting Research, 4(1), 152–159. https://doi.org/10.47065/jtear.v4i1.845
Tiara, A. N. (2023). Pengaruh E-Marketing, Kepercayaan Konsumen Dan E Wom Terhadap Keputusan Pembelian Online Produk Fashion Di Marketplace Shopee Di Yogyakarta. 17(2), 163–180.
