PERAN LIVE FEATURE STREAMING, HARGA DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA APLIKASI SHOPEE (Studi Kasus Gen Z di Sukabumi)

Rapid technological advancements have brought significant changes to our daily lives, including the way we shop. Generation Z, born between 1997 and 2012, is known as the digital generation, preferring interactive and engaging shopping experiences. Now, with the convenience of online shopping through apps like Shopee, consumers can easily compare products and conduct research before making a purchase. This study aims to explore how Live Feature Streaming, price, and celebrity endorsements influence Generation Z's purchasing decisions on the Shopee app, particularly in the fashion category. This study uses quantitative methods to identify the relationship between the variables Live Feature Streaming, Celebrity Endorsement, and Price on Gen Z purchasing decisions. Using statistical techniques, the researcher used primary data through digitally distributed questionnaires and analyzed the data using Smart PLS 4 software. This study shows that Live Feature Streaming has a very weak influence on the purchasing decisions of fashion products on the Shopee application for Generation Z in Sukabumi, but conversely in this study Price and Celebrity Endorsement have a fairly large influence on the purchasing decisions of fashion products on the Shopee application for Generation Z in Sukabumi.