Maraknya tren belanja online yang semakin diminati karena kepraktisannya, meskipun terdapat keterbatasan dibandingkan dengan belanja offline, seperti ketidakmampuan konsumen untuk melihat produk secara langsung. Oleh karena itu, UGC, e-WOM, dan live streaming selling menjadi aspek penting yang dapat membantu konsumen dalam mengambil keputusan pembelian. Meskipun demikian, kepercayaan konsumen terkadang terganggu karena adanya ulasan palsu atau promosi terselubung yang dapat mempengaruhi persepsi konsumen. Hal ini menjadi perhatian utama, karena meskipun terdapat masalah tersebut, Shopee masih menjadi platform paling populer dan terus mengalami kenaikan penjualan tiap tahunnya terutama di Kota Semarang.
Penelitian ini bertujuan untuk mengetahui pengaruh User Generated Content (UGC), Electronic Word of Mouth (e-WOM), dan Live Streaming Selling terhadap keputusan pembelian di platform Shopee, dengan studi kasus pada mahasiswa pengguna Shopee di Kota Semarang. Di Kota Semarang sendiri persentase pelaku pembelian online paling tinggi adalah mahasiswa. Mahasiswa seringkali menjadi target pasar utama dalam berbagai produk dan layanan e-commerce termasuk Shopee.
Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan Theory of Planned Behavior (TPB). Sampel penelitian berjumlah 100 responden yang merupakan mahasiswa pengguna Shopee di Kota Semarang. Teknik analisis data meliputi uji validitas, reliabilitas, uji asumsi klasik, regresi linier berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa variabel UGC, e-WOM, dan Live Streaming Selling berpengaruh positif dan signifikan terhadap keputusan pembelian. Sejalan dengan instrumen TPB, UGC memperkuat persepsi kontrol perilaku konsumen dengan kemudahan fitur, E-WOM membentuk norma subjektif, dan live streaming selling membangun sikap berupa keyakinan dalam mempengaruhi keputusan pembelian.
 
ABSTRACT:
The growing trend of online shopping is increasingly favored due to its convenience, although there are limitations compared to offline shopping, such as consumers' inability to view products directly. Therefore, User Generated Content (UGC), Electronic Word of Mouth (e-WOM), and live streaming selling have become important aspects that help consumers make purchasing decisions. Nevertheless, consumer trust is sometimes disrupted due to fake reviews or covert promotions that can influence consumer perceptions. This issue is a major concern, as despite these problems, Shopee remains the most popular platform and continues to experience increasing sales each year, especially in Semarang City.
This study aims to determine the influence of User Generated Content (UGC), Electronic Word of Mouth (e-WOM), and Live Streaming Selling on purchasing decisions on the Shopee platform, with a case study of student users in Semarang City. In Semarang City itself, the percentage of online shoppers is dominated by university students. Students are often the main target market for various products and e-commerce services, including Shopee.
This research uses a quantitative approach with the Theory of Planned Behavior (TPB) as the main theoretical framework. The sample consists of 100 respondents who are Shopee users among university students in Semarang City. Data analysis techniques include validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression analysis, and hypothesis testing (simultaneous test, partial test, and coefficient of determination). The results show that the three independent variables—UGC, e-WOM, and Live Streaming Selling—have a positive and significant effect on purchasing decisions. In line with the TPB framework, UGC strengthens perceived behavioral control through ease of features, e-WOM shapes subjective norms, and live streaming selling builds attitudes in the form of consumer belief in influencing purchasing decisions.