Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

Interactivity in The Palm of Your Hand: The Influence of
Shopee Live on Purchase Decisions in The Bekasi Jaya Indah
Residential Neighborhood
Reni Novia1, Dede Sulaeman2, Achmad Kurniawan3,Hady Zuhdy Selehulano4, Sindi
Rahayu5, Regita Airani Dewi6, Jumrayyis Maulani7
Institut Bisnis Muhammadiyah Bekasi, West Java
e-mail: reninovia@ibm.ac.id
Abstract. Interactive marketing communication plays a crucial role in the modern digital era,

helping businesses enhance their sales performance. As Purnama et al's research has shown,
interactive marketing is found in the use of the internet which has interactivity, where the
interactivity uses direct responses or interactions, whether individually, organizationally or in
groups, but this study looks at the influence of sales interactions through the Shopee application in
live interaction on purchase decisions. The limitation of this research is to dissect the interaction by
audio visual in the context of live sales. Consumer engagement in sales is the extent to which
consumers are cognitively, emotionally, and behaviorally involved in the process of purchasing a
product or service. This theory emphasizes that the higher consumer engagement, the greater the
influence on purchasing decisions. This study aims to examine the influence of interactive
marketing communication through live streaming on consumers’ buying interest in products on
Shopee e-commerce, specifically within the Bekasi Jaya Indah residential area. A quantitative
method was employed. The population of this study includes residents of RT11 RW10 in Bekasi Jaya
Indah who have watched or purchased products through Shopee Live in 2023.The sampling
technique used was non-probability sampling with a purposive sampling approach, involving 71
respondents. Data were analyzed using validity, reliability, normality, and linearity tests, along
with simple linear regression, t-test (partial test), correlation coefficient (R), and coefficient of
determination (R²), conducted with SPSS version 26.The findings show that the t-count value
(8.876) exceeds the t-table value (1.667), and the significance value is below 0.05 (0.000 <
0.05).These results indicate that interactive marketing communication has a positive and
significant effect on buying interest.
Keywords: Marketing Communication, Interactive Marketing Communication, Live Streaming, E-Commerce,
Buying Interest

Introduction
In the modern era, internet technology is developing rapidly, particularly in
Indonesia. As social beings, people use the internet in many aspects of daily life,
including simplifying communication.With smartphones connected to the internet,
individuals can easily access the information they need, as the internet helps facilitate
and streamline various human activities.According to the Indonesian Internet Service
Providers Association (APJII, 2023), internet users in Indonesia reached 215,626,156 in
2023, representing 78.19 percent of the total population. This technological
advancement has driven companies to compete in developing platforms that improve
public convenience—especially in business sectors such as e-commerce.The
Organization for Economic Co-Operation and Development (OECD), as cited by the
Statistics Indonesia (2022), defines e-commerce as the buying or selling of goods and
services conducted over the internet using specially designed methods or processes
aimed at placing or receiving orders.Transactions and deliveries can be completed
online without requiring offline interaction.
38

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

In Indonesia, this opportunity has led to the rapid growth of e-commerce
companies such as Shopee, Lazada, Blibli, Tokopedia, Bukalapak, and others.This growth
is driven by increasing consumer needs, making online platforms a common part of
everyday life rather than something unfamiliar.The convenience and time-saving
aspects of online shopping have positioned digital platforms as effective solutions to
consumer demands. Several factors contribute to the rise of online shopping, including
perceived usefulness, consumer trust, and satisfaction during transactions (Bhatti &
Rehman, 2021).
According to Statista Market Insights, as cited by DataIndonesia.id, the number of
e-commerce users in Indonesia reached 178.94 million in 2022—an increase of 12.79%
from 158.65 million in the previous year.This number is projected to grow to 244.67
million by 2027 (Mustajab, 2023).

Figure1. NumberofE-commerceUsersinIndonesia
Source: https://dataindonesia.id/,accessedNovember20, 2023

Based on SimilarWeb data cited by Databoks, five leading e-commerce platforms
in Indonesia during the third quarter of 2023 were Shopee, Tokopedia, Lazada, Blibli,
and Bukalapak.Among these, Shopee recorded the highest traffic, with an average of 216
million monthly visitors during the third quarter of 2023 (Ahdiat, 2023).

Figure 2. Average Monthly Visits to E-commerce Platforms in Q1–Q3 in Indonesia
Source: https://databoks.katadata.co.id, accessedNovember20, 2023

According to Datanesia.id (2022), from 2019 to 2021, ten regions in Indonesia
showed high-intensity use of e-commerce platforms for transactions.Yogyakarta City
ranked first with 36.9%, followed by Bekasi City in second place with 27%, and Salatiga
City in tenth place with 9.9%.Based on a pre-survey conducted by the researchers, one
of the residential areas in Bekasi City—Bekasi Jaya Indah Housing—demonstrates
strong consumer behavior in online shopping.Given the rapid growth of e-commerce
transactions, businesses are expected to engage in online marketing activities,
commonly referred to as interactive marketing.

39

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

According to Kotler and Keller, as cited in(Aziz, 2020), online marketing
programs involve customers in various aspects of the marketing process—either
directly or indirectly—to raise brand awareness, enhance company image, and support
the buying and selling of products and services.One strategy to increase sales is for
online sellers to promote their products through live streaming, a practice that reflects
the principles of interactive marketing communication.Chrystal B. Zhang and Yi Hsin Lin,
as cited in Evanita et al. (2023), explain that live streaming facilitates interactive
communication, which plays a key role in relationship-building.Live streaming serves as
an innovative method for engaging directly with potential consumers.It allows sellers to
explain each product or service in real time and respond to viewer comments.At the
same time, audiences or potential buyers are free to ask questions and engage actively
during the session.
Livestreamingin e-commerce is not only a trend for direct interaction but also
serves as a form of entertainment that enhances consumer buying interest.According to
research by(Zheng et al., 2022), as cited in(Oktavia et al., 2022), 80% of people prefer
products that are offered through live streaming.As a result, live-stream-based sales
have been growing each year and are expected to continue expanding.It is even
predicted that live streaming will become a new standard in marketing practices.Zhang,
as cited in (Gumilang et al., 2024), states that live streaming significantly influences
buying interest.The strategy allows for increased consumer engagement without
requiring offline interaction and can help reduce customer hesitation.This influence is
shaped by external stimuli, such as the surrounding environment, competitive pricing,
and the comfort conveyed by the live streamers—all of which contribute to greater
buying interest.Although it is conducted online, the live streaming sales approach shares
similarities with conventional sales methods in that it requires effective and engaging
communication strategies to attract consumer interest.Therefore, sellers must possess
the ability and skills necessary to captivate potential buyers(Uwaoma et al.,
2025).Shopee is one of the e-commerce platforms that has integrated a live streaming
feature into its system(Wiradinata et al., 2025).
Shopee e-commerce, established in 2015, is a Singapore-based platform that
primarily focuses on consumer-to-consumer (C2C) transactions.Many sellers choose
Shopee as their marketing platform because it offers user-friendly features and provides
support that accommodates the needs of business owners.Additionally, Shopee
consistently enhances its services to maintain customer loyalty.Shopee offers various
online shopping features that give it a competitive edge, including free shipping, flash
sales, chat functions, and Shopee Live.Shopee Live is a live streaming feature that
enables sellers to promote and sell their products directly through online media(Journal
& Economics, 2025).
Based on this background, the researchers aim to examine whether interactive
marketing communication through live streaming influences product buying interest on
Shopee e-commerce.In this study, the independent variable (X) is interactive marketing
communication, and the dependent variable (Y) is buying interest.Therefore, the
researchers conducted a study titled "The Effect of Interactive Marketing Communication
Through Live Streaming on Product Buying Interest in Shopee E-Commerce in the Bekasi
Jaya Indah Residential Area."
AccordingtoKotler(2009),marketing communication refers to the methods used
by companies to inform, persuade, and remind consumers about the benefits and value
of their products or services(Septiani & Fatimah, 2024).It plays a key role in introducing

40

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

products to consumers through interactive approaches.By effectively engaging with
consumers, marketing communication can stimulate purchase decisions, leading to
successful transactions and achieving marketing objectives(Williams, n.d.).
Consumer engagement in sales is the extent to which consumers are cognitively,
emotionally, and behaviorally involved in the process of purchasing a product or service.
This theory emphasizes that the higher consumer engagement, the greater the influence
on purchasing decisions(Aulia& Harto, 2024). The indicators of this theory are; a).
Cognitive Engagement, refers to the attention and thoughts that consumers devote to
product information. It includes information search, product comparisons, and benefitcost analysis.b) Emotional Engagement, showing the consumer's affective relationship
to a brand or product. Emotions such as trust, pleasure, or pride influence consumer
decisions and loyalty.c) Behavioral Engagement, represents real consumer actions such
as leaving reviews, sharing experiences, following the brand's social media, or
participating in promotional campaigns(Widiana, 2019).
Kotler and Keller, as cited in (Marketing et al., 2024)define interactive marketing
communication as an online activity involving the internet that engages customers
either directly or indirectly.Hemawan, as cited in (Paputungan et al., 2018), highlights
this opportunity by using the term "red-hot" to describe the potential benefits marketers
can gain through internet-based marketing.Similarly, (Paramita Purnama et al.,
2019)emphasize that interactive marketing involves internet use characterized by
interactivity, which includes direct responses or interactions at individual,
organizational, or group levels.
Darmanto, as cited in(Manajemen, 2021),defines buying interest as a consumerlevel measurement that reflects the likelihood of purchasing a product or service.This
interest involves the consumer’s intention to make purchasing decisions and fulfill their
needs.Savitri, as cited in (Alipudin et al., 2023), explains that buying interest originates
in the mind, acting as a stimulus that influences purchasing choices.Rizkiawan, as cited
in(Azhari & Rustam, 2020), adds that purchasing decisions are driven by a consumer’s
level of desire, which is influenced by the appeal of the product or service.This desire
may be categorized into four levels: transactional interest, preferential interest,
referential interest, and exploratory interest.
A thinking framework serves as a preliminary explanation for the assumed
problem under investigation (Surokim, 2016). Sugiyono (2018)describes it as a
conceptual model that is linked to the issues identified in the study.Based on this
framework, the researchers formulated the following hypotheses.
H0: Interactive marketing communication through live streaming has no effect on
buying interest in products on Shopee e-commerce in the Bekasi Jaya Indah
Housing area.
H1: Interactive marketing communication through live streaming has an effect on
buying interest in products on Shopee e-commerce in the Bekasi Jaya Indah
Housing area.

41

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

IndependentVariable

InteractiveMarketing
Communication
(X)

DependentVariable

H0

BuyingInterest
(Y)

H1

Research Method
This study adopts a positivist paradigm, using quantitative data collection and
numerical measurements(Rahi, 2017).According to(Jannah et al., 2017), research
methods based on the positivist paradigm that investigate a population through a
specific sample are referred to as quantitative methods.The researchers used a survey
method to examine the effect of interactive marketing communication through live
streaming on buying interest in products on Shopee e-commerce.Sugiyono
(2018)defines a population as a group or area consisting of objects with specific
characteristics determined by the researchers.Thepopulationinthisstudyconsists of 250
residents of RT 11 RW 10 in the Bekasi Jaya Indah Housing area.With a 5% margin of
error, a sample of 71 respondents Based on the respondent population, which is a
limited criterion in this study. The sampling technique used is a side total, where the
entire population is representative. Respondents who are in Bekasi Indah housing,
voluntarily filled out questionnaires to support this research. The instruments used in
this study are as follows.
Variable
Interactive Marketing
Communication

Buying Interest

Table1. Research Instruments
Indicator
Source
Ease of Interaction
Marsudi in
Purnama et al.
Information Credibility
(2019)
Customer Awareness
Transactional interest
Preferential interest
Referral interest

Researchers in
Azhari & Rustam
(2021)

Measurement
Likert Scale

Likert Scale

Exploratory interests

Results and Discussion
ValidityTest
The validity test is used to assess whether the questionnaire instruments
accurately measure each intended variable.This test was conducted by correlating the
score of each item with the total score of the corresponding variable.The resulting
correlation coefficients were then compared to the critical r-value at a significance level
of 0.05 (Sugiyono, 2019). The criteria for determining item validity are as follows.
If the r-count ≥ r-table (two-tailed test with sig. 0.05), the item is considered valid
and significantly correlated with the total score.If the r-count < r-table, the item is
considered invalid and not significantly correlated with the total score.
Table2. Results of the Validity Test for Interactive Marketing Communication (X)

42

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

Variable

Item

Correlation
r-Count

Test Result

r-Table
Valid
0.512
0.1968
2
Valid
0.623
0.1968
3
Valid
0.707
0.1968
4
Valid
0.605
0.1968
InteractiveMarketing
5
Valid
0.717
0.1968
Communication
6
Valid
0.635
0.1968
(X)
7
Valid
0.644
0.1968
8
Valid
0.715
0.1968
9
Valid
0.776
0.1968
10
Valid
0.705
0.1968
11
Valid
0.695
0.1968
12
Valid
0.623
0.1968
13
Valid
0.628
0.1968
14
Valid
0.496
0.1968
15
Valid
0.539
0.1968
16
Valid
0.649
0.1968
17
Valid
0.593
0.1968
Source: Data processed by researchers using SPSS 26, 2024
1

Variable

Table3. Validity Test Results for Buying Interest (Y)
Item
Correlation
Test Results
r-Count
R-Table
1
Valid
0.730
0.1968

2
Valid
0.589
0.1968
3
Valid
0.725
0.1968
4
Valid
0.609
0.1968
5
Valid
0.650
0.1968
Buying Interest (Y)
6
Valid
0.651
0.1968
7
Valid
0.680
0.1968
8
Valid
0.772
0.1968
9
Valid
0.720
0.1968
10
Valid
0.620
0.1968
11
Valid
0.719
0.1968
12
Valid
0.525
0.1968
Source: Data processed by researchers using SPSS 26, 2024

Based on the table above, it can be concluded that all items for both the
independent variable (X)—interactive marketing communication—and the dependent
variable (Y)—buying interest—are valid, as each r-count value exceeds the r-table value
of 0.1968.
Reliability Test
The reliability test measures the consistency of data obtained from the same
object, even when measured at different times.To assess the reliability of an instrument
or research variable, the Cronbach’s Alpha (α) coefficient is used.A variable is
considered reliable if its Cronbach’s Alpha value exceeds 0.60.Conversely, a variable is
deemed unreliable if the value is below 0.60.

43

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

Table4. Reliability Test Results
Variable
Cronbach's Alpha
Critical Value
Information
Interactive
Marketing
0.906
0.60
Reliable
Communication (X)
Buying Interest (Y)
0.884
0.60
Reliable
Source: Data processed by researchers using SPSS 26, 2024

Based on the results in the table above, the Cronbach’s Alpha values for all
variables exceed the threshold of 0.60.This indicates that all research variables used in
this study are reliable.
NormalityTest
The normality test is conducted to determine whether the data collected from the
sample is normally distributed.This test can be performed using the Kolmogorov–
Smirnov method with a significance level of 0.05.The decision criteria are as follows: if
the significance value is less than 0.05, the data is not normally distributed; if the
significance value is greater than 0.05, the data is considered normally distributed.
Table5. Normality Test Results
One-Sample Kolmogorov–Smirnov Test
Unstandardized
Residual
N
71
NormalParametersa, b
Mean
0.0000000
Std. Deviation 3.93128677
Most Extreme Differences Absolute
0.082
Positive
0.064
Negative
-0.082
Test Statistic
.082
Asymp. Sig. (2-tailed)
.200c, d
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
d. This is a lower bound of the true significance.
Source: Data processed by researchers using SPSS 26, 2024

Based on the table above, the Kolmogorov–Smirnov test resulted in an Asymp.
Sig. (2-tailed) value of 0.200, which is greater than 0.05.Therefore, it can be concluded
that the data is normally distributed.This conclusion is further supported by the results
of the P–Plot and Histogram tests, as shown below.

44

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

Figure4. Results of P–Plot and Histogram Normality Test

The P–Plot test shows that the data points are distributed along the diagonal line
and follow the expected pattern, indicating a normal distribution. Similarly, the
histogram graph demonstrates a normal data distribution, as seen in the symmetrical,
mountain-shaped curve that aligns with the line representing buying interest.
Linearity Test
The linearity test is used to determine whether there is a linear relationship
between the independent and dependent variables.
Table6. Linearity Test Results
ANOVA Table
Sum of
Squares
1621.229
1235.107
386.123

df

Mean
Square

F

Buying
Between (Combined)
26
62.355
3.944
Interest*Intera Groups
Linearity
1
1235.107 78.112
ctive Marketing
Deviation
25
15.445
.977
Communicatio
from Linearity
n
Within Groups
695.729
44
15.812
Total
2316.958 70
Source: Data processed by researchers using SPSS 26, 2024

Sig.
.000
.000
.513

Based on the table above, the significance value for the Deviation from Linearity
is 0.513, which is greater than 0.05.This indicates that the relationship between the
interactive marketing communication variable and buying interest is linear.
Simple Linear Regression Test
A simple linear regression test is used to measure the influence of an
independent variable (X) on a dependent variable (Y).
Table 7. Simple Linear Regression Test Results
Coefficientsa
Model
1

Unstandardized
Coefficients
B
Std. Error
(Constant)
9.544
4.650
Interactive Marketing .573
.065
Communication

a. Dependent Variable: Buying Interest

45

Standardized
Coefficients
Beta
.730

t

Sig.

2.052
8.876

.044
.000

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

Source: Data processed by researchers using SPSS 26, 2024

Based on the table, the constant value (a) is 9.544, and the regression coefficient
for the interactive marketing communication variable (b) is 0.573.This results in the
following regression equation:
Y = a + bX
Y = 9.544 + 0.573X
This equation can be interpreted as follows: the constant of 9.544 indicates the
baseline value of the buying interest variable when the interactive marketing
communication variable is zero.The regression coefficient of 0.573 means that for every
1% increase in the value of interactive marketing communication (X), the buying
interest (Y) increases by 0.573.Since the coefficient is positive, it can be concluded that
interactive marketing communication has a positive effect on buying interest.
Partial Significance Test (T-Test)
The T-test is used to determine the extent to which an individual independent
variable influences the dependent variable.The decision criteria for the T-test are as
follows.
Based on the significance (p-value):
If the probability value < 0.05, then H₀ is rejected and H₁ is accepted.
If the probability value > 0.05, then H₀ is accepted and H₁ is rejected.
Based on the t-count value:
If the t-count > t-table, then H₀ is rejected and H₁ is accepted.
If the t-count < t-table, then H₀ is accepted and H₁ is rejected.
Table 8. Partial Significance Test (T-Test)

Coefficientsa
Model
1

(Constant)
Interactive Marketing
Communication

Unstandardized
Coefficients

Standardized
Coefficients

B
9.544
.573

Beta

t

Sig.

.730

2.052
8.876

.044
.000

Std. Error
4.650
.065

a. Dependent Variable: Buying Interest
Source: Data processed by researchers using SPSS 26, 2024

Based on the table above, the significance value is 0.000, which is less than
0.05.Therefore, H₀ is rejected and H₁ is accepted, indicating that the independent
variable (interactive marketing communication) has a significant effect on the
dependent variable (buying interest).Furthermore, the t-count value is 8.876.With a
degree of freedom (df) = N - 2 = 71 - 2 = 69, the corresponding t-table value is
1.667.Since the t-count (8.876) > t-table (1.667), this confirms that interactive
marketing communication (X) significantly affects buying interest (Y).
Correlation Coefficient Test (R-Test)
The correlation coefficient test is used to measure the strength and direction of
the relationship between the independent and dependent variables—in this case,
between interactive marketing communication (X) and buying interest (Y).The following
46

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

table provides a reference for interpreting the strength of the correlation coefficient.
Table 9. Correlation Coefficient Interpretation Guidelines
Correlation Interval
Relationship Level
0.00 – 0.199
Very Low
0.20 – 0.399
Low
0.40 – 0.599
Moderate
0.60 – 0.799
Strong
0.80 – 1.000
Very Strong
Source: Sugiyono (2020)
Table 10. Correlation Coefficient Test Results
Correlations
Interactive
Marketing
Communication

Buying Interest

Interactive Marketing
Communication

PearsonCorrelation
1
.730**
Sig. (2-tailed)
.000
N
71
71
Buying Interest
PearsonCorrelation
.730**
1
Sig. (2-tailed)
.000
N
71
71
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Data processed by researchers using SPSS 26, 2024

Based on the table above, the Pearson correlation value between interactive
marketing communication and buying interest is 0.730, with a significance value of
0.000.Referring to the interpretation guidelines, a correlation of 0.730 falls within the
strong relationship category (0.60–0.799).Therefore, it can be concluded that interactive
marketing communication (X) has a strong relationship with buying interest (Y).This
means that if Variable X increases, then other variables will tend to be significant.
Coefficient of Determination Test (R² Test)
The coefficient of determination test is used to determine the percentage of
influence that the independent variable has on the dependent variable.This is reflected
in the R Square value.A higher R Square value (above 0.05) is considered to indicate a
good level of influence.
Table 11. Determination Coefficient Test Results
Model Summaryb
Model
R
R Square
Adjusted R
Std. Error of the
Square
Estimate
1
.730a
.533
.526
3.95967
a. Predictors: (Constant), Interactive Marketing Communication
b. Dependent Variable: Buying Interest
Source: Data processed by researchers using SPSS 26, 2024

Based on the table above, the R Square value is 0.533, which means that 53.3% of
the variance in buying interest (Y) can be explained by interactive marketing
communication (X).The remaining 46.7% is influenced by other variables not examined

47

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

in this study.
Discussion
The results of this study show that interactive marketing communication has a
significant influence on product buying interest in Shopee e-commerce, specifically
among residents of the Bekasi Jaya Indah Housing area.Based on the simple linear
regression test and the T-test results, the t-count was 8.876 with a significance level of
0.000.Since the p-value is less than 0.05, H₁ is accepted.This indicates that the
interactive marketing communication variable significantly affects the buying interest
variable.These findings are based on responses from 71 participants.
The findings of this study are consistent with previous research conducted by
Surianto and Utami (2021), titled The Influence of Persuasive Communication through
the Shopee Live Feature on Purchase Decisions (Study on Lilybelle Clothing).Their study
concluded that persuasive communication significantly influenced purchase decisions
among Lilybelleclothing’s Shopee followers.Similarly, research by Fakri and Astuti
(2023), titled The Influence of TikTok Sales Live Streaming on Consumer Buying
Interest, found that H₀ was rejected and H₁ was accepted.This indicates that TikTok live
streaming has a significant effect on consumer buying interest in the Screamous brand.
The results of the current study are also supported by the theory of buying
interest used as a framework.This theory explains that purchasing decisions are driven
by a customer’s level of desire for a product or service.Such desire arises from the
appeal of the product or service and is reflected in several interest levels: transactional,
preferential, referential, and exploratory.These levels should be considered by sellers
when conducting live streams on Shopee Live.Based on the responses from the 71
participants, the following conclusions were drawn from the processed data.
Transactional Interest: Most respondents indicated a positive response. During
Shopee Live, hosts provided credible information regarding product prices, promotions,
and quality, which stimulated purchase interest.
Preferential Interest: Most respondents also gave positive responses. During the
live sessions, hosts facilitated easy interaction and showcased a variety of appealing
product or service choices, which encouraged buying interest.
Referential Interest: Respondents largely indicated a positive reaction. Shopee
Live hosts effectively captured customer attention and encouraged viewers to explore
more information about the products or services offered, resulting in purchase behavior.
Exploratory Interest: Most respondents gave positive feedback. Hosts
successfully built interactive marketing communication by enabling smooth and
engaging interactions, prompting consumers to actively inquire about the products or
services presented.
Conclusion
Based on the results and discussion of the study titled “The Effect of Interactive
Marketing Communication Through Live Streaming on Product Buying Interest in
Shopee E-Commerce in the Bekasi Jaya Indah Residential Area,” the following
conclusions can be drawn.

48

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

The T-test results show a significance value of 0.000, which is less than 0.05.
Therefore, H₁ is accepted, and H₀ is rejected. This indicates that the interactive
marketing communication variable significantly affects the buying interest variable.
Additionally, the t-count value is 8.876, while the t-table value is 1.667. Since 8.876 >
1.667, it can be concluded that interactive marketing communication (X) has a
significant effect on buying interest (Y).
The coefficient of determination (R Square) is 0.533. This means that interactive
marketing communication accounts for 53.3% of the variation in buying interest, while
the remaining 46.7% is influenced by other variables not examined in this study.
Based on the analysis and findings of this study, it is recommended that business
actors who use Shopee Live as a marketing platform continue to enhance their
interactive communication strategies. This includes improving the ease of interaction
and ensuring the credibility of the product or service information they offer. These
efforts can help increase customer awareness and interest, ultimately encouraging more
purchases.By implementing these suggestions, businesses may strengthen customer
engagement and boost product sales—especially among Shopee e-commerce users.
References
Alipudin, D., Nursanta, E., & Masitoh, S. (2023). Pengaruh Digital Marketing , Celebrity
Endorser dan Gaya Hidup Terhadap Keputusan Pembelian Pada Tokopedia. 4(2),
212–219. https://doi.org/10.47065/arbitrase.v4i2.1433
Aulia, R. N., & Harto, B. (2024). Membangun Keterlibatan Konsumen Melalui Strategi
Konten Marketing dalam Live Streaming: Analisis Kualitatif Terhadap Brand yang
Berhasil di Shopee. Innovative: Journal Of Social Science Research, 4(2), 5721–5736.
https://doi.org/10.31004/innovative.v4i2.9848
Azhari, H., & Rustam, T. A. (2020). ANALISIS PENGARUH EASE OF USE , SHOPPING
EXPERIENCE DAN ADVERTISEMENT TERHADAP MINAT BELI E-COMMERCE
CUSTOMERS TOKOPEDIA DI KOTA BATAM.
Aziz, A. (2020). No Title. 5(November).
Bhatti, A., & Rehman, S. U. (2021). PERCEIVED BENEFITS AND PERCEIVED RISKS EFFECT
ON ONLINE SHOPPING BEHAVIOR WITH THE MEDIATING ROLE OF CONSUMER
PURCHASE I .... PERCEIVED BENEFITS AND PERCEIVED RISKS EFFECT ON ONLINE
SHOPPING BEHAVIOR WITH THE MEDIATING ROLE OF CONSUMER. January.
https://doi.org/10.32890/ijms.26.1.2019.10512
Gumilang, R. R., Sumiati, A., Tresnadi, A., April, U. S., Behavior, I. B., & Streaming, L.
(2024). Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior
Pada Platform TikTok. 15(3), 479–488.
Jannah, K. A. M., Aiman, U., Hasda, S., Fadilla, Z., Ardiawan, T. M. K. N., & Sari, M. E. (2017).
Metodologi Penelitian Kuantitatif Metodologi Penelitian Kuantitatif. In Metodologi
Penelitian Kuantitatif (Issue May).
Journal, I. I., & Economics, S. (2025). LIVE STREAMING TO IMPULSE BUYING SHOPEE
USERS IN. 8(2), 3268–3279.
Manajemen, J. S. (2021). Jurnal Sains Manajemen Volume. 7 No. 2 Tahun. 2021. 2, 97–108.
Marketing, C., Pembelian, K., & Shop, T. (2024). No Title. 1(2), 51–58.
Oktavia, N., Supatminingsih, T., & Dinar, M. (2022). Journal of Social Science and
Character Education Pengaruh Kualitas Produk dan Kepercayaan Konsumen
Terhadap Keputusan Pembelian Pada Aplikasi Shopee. 1, 28–38.
Paputungan, P. R., Roring, F., Sam, U., & Manado, R. (2018). PENGARUH PROMOSI DAN

49

Expose: JurnalIlmu Komunikasi, Vol. 8(1), April, 2025
ISSN 2620-8105 | E-ISSN 2621-0304

WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN THE INFLUENCE OF
PROMOTION AND WORD OF MOUTH ON PURCHASING DECISION IN. 6(4), 3703–
3712.
Paramita Purnama, Rosita Anggraini, Arintowati Hartono, Irwansyah, & Niken F.
Ernungtyas. (2019). Terpaan Iklan Digital, Word Of Mouth dan Komunikasi
Pemasaran Interaktif pada Keputusan Pembelian Produk Perawatan Tubuh.
KOMUNIDA : Media Komunikasi Dan Dakwah, 9(2), 192–209.
https://doi.org/10.35905/komunida.v9i2.1123
Rahi, S. (2017). Research Design and Methods : A Systematic Review of Research
Paradigms , Sampling Issues and Instruments Development International Journal of
Economics &. 6(2). https://doi.org/10.4172/2162-6359.1000403
Septiani, S., & Fatimah, G. N. (2024). The Role of Content Marketing and Live Streaming in
Improving Decisions to Purchase Skincare Products on the Shopee Application. 2(2),
59–66.
Uwaoma, P. U., Eboigbe, E. O., Eyo-udo, N. L., Catherine, A., Kaggwa, S., & Daraojimba, A. I.
(2025). Mixed reality in U . S . retail : A review : Analyzing the immersive shopping
experiences , customer engagement , and potential economic implications Mixed
reality in U . S . retail : A review : Analyzing the immersive shopping experiences ,
customer enga. January. https://doi.org/10.30574/wjarr.2023.20.3.2495
Widiana, M. E. dkk. (2019). Teoritik & Empirik Strategi Pemasaran.
Repository.Dinamika.Ac.Id, 1, 45–50.
Williams, K. C. (n.d.). Core qualities of successful marketing relationships. 13, 1–29.
Wiradinata, T., Wibowo, W. B., Oktian, Y. E., & Maryati, I. (2025). Enhancing Online Batik
Shopping Experience through Live Streaming Commerce and the LYFY Application.
6(1), 339–353.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects
purchase intention and customer acquisition, E-tailer’s perspective. Journal of
Retailing
and
Consumer
Services,
68,
103015.
https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103015

50