The Impact of Live Streaming Performance on Ecommerce Purchase Behavior in Indonesia

— Indonesia's online shopping industry experienced significant growth, with e-commerce sales increasing by 150% between 2019 and 2022. This growth opened up opportunities for small traders (MSMEs) to promote their products or services through e-commerce. In 2023, Indonesia entered a new digital market with live-streaming, which become the most suitable feature for promoting products in e-commerce. However, sellers often lack knowledge about the factors influencing live-streaming performance and its effect on consumer purchase behavior, especially in Indonesia. This study investigates the dominant factors influencing live-streaming performance, including interactivity, visualization, entertainment, social presence, and psychological distance. The study aims to examine the extent to which these factors influence live-streaming performance, providing sellers with information to optimize their performance and to inform consumers' purchase decisions. The data collected from multiple respondents were processed using validity and reliability tests and Structural Equation Modeling (SEM). The results indicate a simultaneous influence between live-streaming performance, customer satisfaction, and psychological distance reduction on consumer purchase behavior in Indonesia