<![CDATA[Perkembangan perdagangan live-streaming telah mengubah belanja online menjadi pengalaman interaktif yang mengintegrasikan komunikasi real-time, hiburan, dan transaksi dalam satu platform. Studi ini bertujuan menganalisis efek Interaktivitas Live Streaming dan Kredibilitas Streamer terhadap Pembelian Impulsif di antara konsumen Generasi Z di TikTok Shop di Medan City. Studi ini menggunakan pendekatan kuantitatif dengan desain penjelasan dan penampang lintang. Sampel terdiri dari 100 konsumen Generasi Z di Medan City yang telah menggunakan TikTok Shop, menonton live stream penjualan, dan memenuhi kriteria memiliki pengalaman melakukan atau mempertimbangkan pembelian melalui sesi live-streaming. Responden dipilih menggunakan purposive sampling untuk memastikan karakteristik sampel selaras dengan tujuan penelitian. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan regresi linier ganda. Hasilnya menunjukkan bahwa Interaktivitas Live Streaming memiliki efek positif dan signifikan pada Impulse Buying, sedangkan Kredibilitas Streamer tidak memiliki efek langsung yang signifikan. Secara bersamaan, kedua variabel independen tersebut memiliki pengaruh signifikan terhadap Pembelian Impulsif. Temuan ini menunjukkan bahwa interaksi langsung dan responsif selama sesi live-streaming berperan lebih kuat dalam mendorong pembelian spontan dibandingkan kredibilitas streamer saja. Studi ini berkontribusi dalam memperluas penerapan perspektif Stimulus–Organism–Response (S-O-R) ke konteks perdagangan langsung di antara Generasi Z, khususnya dengan memposisikan karakteristik stimulus eksternal, yaitu interaktivitas dan kredibilitas streamer, sebagai faktor yang terkait dengan respons pembelian impulsif, tanpa mengklaim menguji mekanisme organisme secara langsung. Berikan umpan balik The development of live-streaming commerce has transformed online shopping into an interactive experience that integrates real-time communication, entertainment, and transactions on a single platform. This study aims to analyze the effects of Live Streaming Interactivity and Streamer Credibility on Impulse Buying among Generation Z consumers on TikTok Shop in Medan City. The study employed a quantitative approach with an explanatory and cross-sectional design. The sample consisted of 100 Generation Z consumers in Medan City who had used TikTok Shop, watched sales live streams, and met the criteria of having experience making or considering purchases through live-streaming sessions. Respondents were selected using purposive sampling to ensure that the sample characteristics were aligned with the research objectives. Data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression. The results showed that Live Streaming Interactivity had a positive and significant effect on Impulse Buying, whereas Streamer Credibility did not have a significant direct effect. Simultaneously, both independent variables had a significant effect on Impulse Buying. These findings indicate that direct and responsive interaction during live-streaming sessions plays a stronger role in encouraging spontaneous purchases than streamer credibility alone. This study contributes to extending the application of the Stimulus–Organism–Response (S-O-R) perspective to the context of live commerce among Generation Z, particularly by positioning external stimulus characteristics, namely interactivity and streamer credibility, as factors associated with impulsive buying responses, without claiming to directly test the organism mechanism. Give feedback.]]>
