Enhancing Online Consumer Trust And Sales Through Digital Tools: A Case Study on Shopee’s Haydan Healthy

Wiwik Maryati; Bambang Setyobudi; Sampiono Dicky Setiawan

doi:10.18535/ijsrm/v13i07.em18

Abstract

The rise of digital commerce in the Industry 4.0 era has transformed consumer shopping behavior. In this context, e-commerce platforms such as Shopee have integrated tools like live streaming, vouchers, and enhanced user interfaces to improve consumer engagement and conversion rates. This study investigates the influence of live streaming, voucher promotions, and user experience on purchase decisions among Shopee users who purchased from the Haydan.Healthy store. A quantitative approach was applied using multiple linear regression with 100 purposively selected respondents. Results reveal that all three variables—live streaming, voucher, and user experience—positively and significantly impact consumer purchasing decisions. These findings offer strategic insight for online retailers in enhancing promotional efforts and improving digital experiences to drive sales. The study contributes to e-commerce literature by highlighting the importance of interactive and user-centric digital marketing strategies in influencing consumer behavior.

Keywords

E-commerceLive StreamingUser ExperiencePurchase Decision

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[refR-3] Ekawati, P., Hidayati, N., & Saraswati, E. (2022). User experience, discount, and accessibility in food delivery apps. E-JRM: Elektronik Jurnal Riset Manajemen, 11(6), 45–60.Google Scholar ↗

[refR-4] Fransiska, I., & Madiawati, P. N. (2022). Effect of price, promotion, service quality, and brand image on purchase decisions among Shopee users in Bandung. Jurnal Sekretaris & Administrasi Bisnis (JSAB), 6(1), 35–48. https://doi.org/10.31104/jsab.v6i1.271DOI ↗Google Scholar ↗

[refR-5] Juliana, H. (2023). The effect of live streaming and perceived benefit on buying intention through consumer trust in TikTok Shop. SINOMIKA Journal, 1(6), 1517–1538.Google Scholar ↗

[refR-6] Katadata. (2023). Tren pengunjung e-commerce kuartal III 2023: Shopee kian melesat. https://databoks.katadata.co.idGoogle Scholar ↗

[refR-7] Li, Y., & Sun, J. (2020). Emotional UX and loyalty in online shopping. Journal of Retailing and Consumer Services, 54, 102–110. https://doi.org/10.1016/j.jretconser.2019.102020DOI ↗Google Scholar ↗

[refR-8] Nielsen, J., & Budiu, R. (2021). UX Research: Practical Techniques for Designing Better Products. New Riders.Google Scholar ↗

[refR-9] Rahmawati, D., & Nugroho, Y. (2021). Impact of e-voucher marketing on consumer purchase intention. International Journal of Business Research, 23(1), 112–121.Google Scholar ↗

[refR-10] Siswanto, J., & Aryanto, D. W. (2024). The effect of live streaming, advertising, and affiliate marketing on purchase intention in Shopee. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 4(1), 55–67.Google Scholar ↗

[refR-11] Wang, C., Zhang, Y., & Xu, L. (2021). Omnichannel promotion strategies in e-commerce: A case study of integrated engagement. Electronic Commerce Research and Applications, 48, 101075. https://doi.org/10.1016/j.elerap.2021.101075DOI ↗Google Scholar ↗

[refR-12] Zhang, L., Li, X., & Huang, J. (2022). Livestream shopping and impulse buying: The role of streamer–audience interaction. Journal of Retailing and Consumer Services, 66, 102900. https://doi.org/10.1016/j.jretconser.2022.102900DOI ↗Google Scholar ↗