Interaksi Real-time dan Ulasan Digital: Determinan Keputusan Pembelian Konsumen Shopee di Wilayah Perdesaan

Abstract

The study examines the effect of live commerce and electronic word of mouth (E-WOM) on consumers’ purchase decisions on Shopee in a rural community. Previous studies mostly facus on urban and relatively homogeneous respondents, and findings on the role of E-WOM remain inconsistent. A quantitative associative design was used, with a five-point Likert questionnaire distributed to residents of Pasir Mukti Village, Citeureup, Bogor Regency. Of 65 questionnaire collected, 50 respondents met the purposive sampling criteria and were analysed using multiple linear regression. All items were valid (r = 0,587-0,871 > 0,279) and reliable (Cronbach’s alpha 0,909-0,929). Live commerce (β = 0,459; t = 3,532; p = 0,001) and E-WOM (β = 0,372; t = 2,864; p = 0,006) each had a positive and significant partial effect, and jointly they were significant (F = 33,148; p < 0,001; R² = 0,585). Live commerce contributed slightly more than E-WOM. The findings extend evidence on online shopping behaviour to rural settings and offer practical implications for sellers managing live streams and customer reviews.