Pengaruh Live Streaming Shopee Terhadap Keputusan Pembelian Produk Skincare (Studi Kasus Masyarakat Bengkalis)

The purpose of this study is to determine the effect of Shopee Live streaming on purchasing decisions of skincare products among the people of Bengkalis. This research aims to identify how significant the influence of Live streaming is in shaping consumer decisions to buy skincare products, and whether this influence is statistically significant. This is a quantitative study that uses primary data obtained through questionnaires. The sampling technique used is purposive sampling, with a total of 100 respondents. Data collection was carried out through an online questionnaire via Google Forms and analyzed using Validity Test, Reliability Test, Classical Assumption Test, Simple Correlation Test, Simple Regression Test, and Hypothesis Test (T-Test). The results of the study indicate that Shopee Live streaming has an influence on purchasing decisions of skincare products. Shopee Live streaming has a significant effect on the purchasing decisions of the Bengkalis community when it comes to skincare products.