PENGARUH LIVE CHAT, ONLINE CUSTOMER REVIEW DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER SKINTIFIC DI E-COMMERCE SHOPEE (STUDI PADA KONSUMEN GENERASI Z DI SUKABUMI)

The skincare industry in Indonesia has experienced rapid growth in recent years. Generation Z as digital native consumers have a buying behavior in interacting with e-commerce platforms. Skintific as a popular skincare brand has successfully utilized various interactive features provided by Shopee to reach its consumers. This platform provides live chat, online customer review, and live streaming features which are the focus of this research. This study aims to analyze the effect of live chat, online customer reviews, and live streaming on purchasing decisions for Skintific moisturizer products in Shopee e-commerce for Generation Z consumers in Sukabumi. The research method uses a quantitative approach with survey techniques. Sample determination using non-probability sampling method with purposive sampling technique, involving 200 respondents. Data processing was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) version 4.1.0.9. The results showed that live chat has a positive but insignificant effect on purchasing decisions, while online customer reviews and live streaming have a positive and significant effect on purchasing decisions. This shows that Generation Z consumers in Sukabumi are more interested in testimonials and visual evidence of products through reviews and live streaming than direct communication with customer service.
Keywords: live chat, online customer review, live streaming, purchasing decisions