Interactivity in The Palm of Your Hand: The Influence of Shopee Live on Purchase Decisions in The Bekasi Jaya Indah Residential Neighborhood

Abstract

Interactive marketing communication plays a crucial role in the modern digital era, helping businesses enhance their sales performance. As Purnama et al's research has shown, (Paramita Purnama et al., 2019) interactive marketing is found in the use of the internet which has interactivity, where the interactivity uses direct responses or interactions, whether individually, organizationally or in groups, but this study looks at the influence of sales interactions through the Shopee application in live interaction on purchase decisions. The limitation of this research is to dissect the interaction by audio visual in the context of live sales.  Consumer engagement in sales is the extent to which consumers are cognitively, emotionally, and behaviorally involved in the process of purchasing a product or service. This theory emphasizes that the higher consumer engagement, the greater the influence on purchasing decisions (Aulia & Harto, 2024). This study aims to examine the influence of interactive marketing communication through live streaming on consumers’ buying interest in products on Shopee e-commerce, specifically within the Bekasi Jaya Indah residential area. A quantitative method was employed. The population of this study includes residents of RT11 RW10 in Bekasi Jaya Indah who have watched or purchased products through Shopee Live in 2023. The sampling technique used was non-probability sampling with a purposive sampling approach, involving 71 respondents. Data were analyzed using validity, reliability, normality, and linearity tests, along with simple linear regression, t-test (partial test), correlation coefficient (R), and coefficient of determination (R²), conducted with SPSS version 26. The findings show that the t-count value (8.876) exceeds the t-table value (1.667), and the significance value is below 0.05 (0.000 < 0.05). These results indicate that interactive marketing communication has a positive and significant effect on buying interest.