Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Afrizal Firman
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Economics, Econometrics & Finance

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Bahasa Inggris Afrizal Firman; Gwyneth Rachel Sentosa; Angelina Jocelyn Djunaidy; Liong Kellen; Mustika Kusuma Basir
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19436

Abstract

This research analyzes the influence of Live Streamers and Influencers on Impulsive Buying behavior among Ciputra School of Business (CSB) Makassar students. Using a quantitative approach, the primary data was collected through an online survey using the Google Form tool which had 100 active students as respondents. This research focuses on how Live Streamers and Influencers can affect Impulsive Buying; with data analysis used in the research is Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show a significant positive relationship between Influencer and Impulsive Buying. However, in contrast to previous studies, Live Streamers showed a negative relationship to Impulsive Buying. This indicates that respondents prioritize a product’s value compared to the characteristics of the Live Streamer broadcasting the stream. These findings provide new insight into the impact of digital marketing strategies on student consumer behavior. Furthermore, the findings also provide guidance for businesspeople to design more effective strategies to promote their products.
Bahasa Inggris Putri Sheila Amalia; Afrizal Firman
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19685

Abstract

This research is to investigate the function of trust as a mediating variable between purchase intention and electronic word-of-mouth, live streaming, customer experience, and promotion in Makassar, Indonesia. In the context of real-time online commerce, this research aims to clarify the relationship between consumers' confidence in interactive digital marketing activities and their subsequent purchase behavior. A structured survey was sent out to 173 customers who had with live-streaming commerce platform, and a quantitative research technique was used using SmartPLS 4.1. According to the results, there is a strong relationship between electronic word-of-mouth, live streaming, customer experience, and promotion and consumer trust. Trust in turn, serves as a critical mediating mechanism linking digital service interaction with purchase intention. According to the findings, trust is enhancing user engagement and behavioral intention within live streaming commerce platforms. Therefore, digital service providers are encouraged to build trust through interactive communication, transparency, and service authenticity.
Co-Authors Angelina Jocelyn Djunaidy Basir, Mustika Kusuma Gwyneth Rachel Sentosa Liong Kellen Putri Sheila Amalia