Pengaruh Streamer Product Knowledge, Streamer Appearance, Kepercayaan Produk terhadap Keputusan Pembelian Produk Kosmetik Halal pada Live Shopping E-Commerce Shopee di Kota Surabaya 

The Influence of Streamer Product Knowledge, Streamer Appearance, and Product Trust on The Purchase Decision of Halal Cosmetic Products in Live Shopping on Shopee E-Commerce in Surabaya

Tujuan dari penelitin ini yaitu untuk menganalisis pengaruh streamer product knowledge, streamer appearance, dan kepercayaan produk terhadap keputusan pembelian produk kosmetik halal pada live shopping e-commerce Shopee di Kota Surabaya. Metode penelitian menggunakan metode kuantitatif dengan sumber data primer yang diperoleh melalui penyebaran kuesioner secara online. Pengambilan sampel dilakukan dengan teknik purposive sampling dengan jumlah 103 responden. Teknik analisis data yang digunakan adalah regresi linier berganda menggunakan software SPSS. Hasil penelitian menunjukkan bahwa streamer product knowledge, streamer appearance, dan kepercayaan produk berpengaruh terhadap keputusan pembelian produk kosmetik halal. Pelanggan di Kota Surabaya mempertimbangkan kemampuan streamer, penampilan menarik yang sesuai nilai Islami, dan tingkat kepercayaan produk saat membeli di live shopping Shopee.

Kata Kunci : Streamer product knowledge, Streamer appearance, Kepercayaan produk, Keputusan pembelian, dan Live shopping.

This research aims to analyze the influence of streamer product knowledge, streamer appearance, and product trust on the purchasing decisions of halal cosmetic products in live shopping on the Shopee e-commerce platform in Surabaya. This research employs a quantitative method using primary data collected through online questionnaires. The sampling was conducted using a purposive sampling technique with a total of 103 respondents. Data analysis was performed using multiple linear regression with SPSS software. The findings indicate that streamer product knowledge, streamer appearance, and product trust significantly influence the purchasing decisions of halal cosmetic products. Customers in Surabaya consider the streamer's knowledge, attractive appearance that aligns with Islamic values, and product trustworthiness when purchasing through live shopping on Shopee.

Keywords : Streamer product knowledge, Streamer appearance, Product trust, Purchasing decisions, Live shopping.