Abstract
This study aims to analyze the influence of Shopee Live interactivity, online promotion, and product quality on purchasing decisions through consumer purchase intention in Karangtengah District, Cianjur Regency. This research employed a quantitative approach using a survey method. Data were collected from 240 respondents selected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that Shopee Live interactivity, online promotion, and product quality have a positive and significant effect on purchase intention. Purchase intention also has a positive and significant effect on purchasing decisions. Directly, product quality has a positive and significant effect on purchasing decisions, while Shopee Live interactivity and online promotion do not have a significant effect on purchasing decisions. Furthermore, purchase intention is proven to mediate the influence of Shopee Live interactivity, online promotion, and product quality on purchasing decisions. These findings suggest that consumer purchasing decisions are largely influenced by purchase intention, which is formed through effective interactivity, attractive promotions, and high product quality.