The Effect of E-Commerce Live Streaming on Interest Buy in the Tangerang Regency area

Abstract

This research examines the influence of e-commerce live streaming on consumer buying interest in Tangerang Regency. With the rapid development of digital technology, live streaming has become an important feature in e-commerce platforms, enabling direct interaction between sellers and buyers. This study adopts a quantitative approach using the Simple Linear Regression Test Method. The research sample consisted of 200 respondents randomly selected from the population of e-commerce users in Tangerang Regency, representing various demographic groups. Data was collected through an online survey that included respondents' experiences with e-commerce live streaming and their purchasing intentions. The results of the analysis show that the live streaming feature (X) has a significant influence on consumer buying interest (Y), with an F-count value of 78.432 which exceeds the F-table value of 3.89, and a significance of 0.000 which is lower than the alpha value set. (0.05). Analysis of the coefficient of determination (R²) shows that 28.3% of the variation in consumer purchasing interest can be explained by the use of the live streaming feature. e-commerce live streaming is an effective marketing tool to increase consumer buying interest in Tangerang Regency, providing valuable insights for digital marketing strategies at the local level.