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All Journal Journal of Science and Education (JSE)
Alsya Siti Aenaya
Department of Management, Faculty of Economics and Business, University of Mataram, Indonesia
Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Education Engineering Languange, Linguistic, Communication & Media Mathematics Physics

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Live Streaming and Impulse Buying in Social Commerce: A Comparative Study of TikTok and Shopee with Price Consciousness as a Moderator Alsya Siti Aenaya; Sulhaini; Baiq Handayani Rinuastuti
Journal of Science and Education (JSE) Vol. 6 No. 1 (2025): Journal of Science and Education (JSE)
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/jse.v6i1.573

Abstract

The main purpose of this study is to examine the influence of live streaming on impulse buying of local fashion products with price consciousness as a moderation variable on the TikTok and Shopee platforms. The population in this study is young female consumers who shop for local fashion products unintentionally on live streaming social commerce platforms — TikTok and Shopee. The sample in this study amounted to 150 respondents spread across various regions in Indonesia. The results showed that live streaming had a positive and significant effect on impulse buying on both platforms, with a stronger influence on TikTok. In addition, price consciousness has been proven to moderate the influence of live streaming on impulse buying on TikTok, but not significantly on Shopee.
Co-Authors Baiq Handayani Rinuastuti Sulhaini