PENGARUH LITERASI DIGITAL, PENGGUNAAN FITUR SHOPEE LIVE, INTERAKSI KONSUMEN, DAN KEPERCAYAAN PENGGUNA TERHADAP KONVERSI PENJUALAN DI PLATFORM SHOPEE

Abstract

This study analyzes the effects of digital literacy, the use of Shopee Live, consumer interaction, and user trust on sales conversion on the Shopee platform. A quantitative survey was conducted involving 55 active Shopee Live users selected through purposive sampling. Descriptive results show that all respondents (100%) understood how to use the Shopee application, 94.5% felt comfortable using Shopee digital features, 87.3% perceived Shopee Live as helpful for understanding products, 83.6% stated that Shopee Live influenced their purchasing decisions, and 52.7% reported shopping more frequently after using Shopee Live. The regression results indicate that the use of Shopee Live significantly affects sales conversion (B = 0.358; t = 2.226; p = 0.030), while consumer interaction (p = 0.344) and user trust (p = 0.547) do not have significant partial effects. Simultaneously, the regression model is significant (F = 3.586; p = 0.020), with an R² value of 0.174. Digital literacy could not be tested inferentially because all respondents provided the same response, making the data constant. The findings imply that sellers should optimize Shopee Live through product demonstrations, real-time promotions, and more informative communication to increase sales conversion.