1. Bunga Fadia Sukmawati 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

2. Yuslinda Dwi Handini 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

3. Hari Karyadi   

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

DOI: https://doi.org/10.19184/jsb.v12i1.44075

ABSTRACT 

This study aims to examine the effect of Instagram live streaming and product quality on purchasing decisions. This type of research is quantitative research. The sample in this study was obtained using a purposive sampling method, namely selecting a sample using predetermined criteria. Based on the purposive sampling method, a total of 100 samples were obtained from respondents who had made purchases of Babe_boku goods that were promoted via Instagram live streaming. The type of data used is primary and secondary data. The analytical method used in this study is multiple linear regression analysis using the SPSS version 22 program. The results of this study indicate that Instagram live streaming and product quality have a significant effect on product quality 

Kata kunci: live streaming instagram, product quality, purchase decision