This study aims to examine the influence of marketing mix (product, price,

promotion, people, and process on purchasing decisions on E-commerce Live

streaming platforms such as Shopee Live and Tiktok Live. The population of

this study is consumers in Indonesia who have shopped through Live

streaming commerce. The type of research used is quantitative research. Data

analysis techniques using Structural Equation Modeling (SEM) and data

processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9

applications. The research sample was 252 respondents, data were obtained

using questionnaires with a Likert scale of 1-6. The results showed that price,

promotion and people had a positive and significant effect on purchasing

decisions. While products and processes do not have a significant effect on

purchasing decisions in live streaming commerce.