Keterjangkauan Teknologi Informasi Dalam Live Streaming Shopping Untuk Menciptakan Minat Pembelian Pada E-Commerce Shopee

This study aims to analyze the effect of Information Technology Affordances on Purchase Intention mediated by Live Streaming Shopping. The population and sample in this study are all Surakarta people who have made purchases at Ecommerce Shopee or who know, and the number of respondents as samples in this study were 119 respondents. Sources of data used in this study is primary data. Methods of data collection using a questionnaire. Data analysis using SMART PLS method. The results of the analysis in this study indicate that the affordability of information technology has an effect on live streaming shopping. Live streaming shopping affects Purchase Intention and Live streaming Shopping mediates the affordability of information technology to Purchase Intention