THE INFLUENCE OF E-SERVICE QUALITY, LIVE STREAMING SHOPPING, AND FLASH SALE ON PURCHASE DECISIONS OF GARNIER PRODUCTS IN BATAM CITY

Abstract

This study aims to examine the effects of e-service quality, live streaming shopping, and flash sale on purchase decisions for Garnier skincare products among consumers in Batam City. Data were collected from 151 respondents selected using the Lemeshow formula and analyzed using multiple linear regression with IBM SPSS after the validity, reliability, and classical assumption tests had been satisfied. The results indicate that e-service quality, live streaming shopping, and flash sale each have a positive and significant effect on purchase decisions, with live streaming shopping exerting the strongest influence. Simultaneously, the three variables significantly affect purchase decisions and explain 51.3% of the variance in purchase decisions. These findings demonstrate that reliable digital services, interactive live streaming, and time-limited promotional strategies jointly strengthen consumers' purchase decisions for high-involvement skincare products in e-commerce environments.