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All Journal Jurnal Manajemen dan Pemasaran Digital
Muhammad Hirzan Dzulfikar
Institut Teknologi Sepuluh Nopember
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Live-stream Shopping terhadap Immediate Buying Behavior pada Shopee di Indonesia Muhammad Rizal Pabuarany; Muhammad Hirzan Dzulfikar; Imam Wahyudi Farid
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.728

Abstract

This study analyzes the relationship between live-stream shopping and consumers' immediate buying behavior on Shopee in Indonesia. The study focuses on Shopee users in Java who have watched Shopee Live and made at least one purchase through live-stream shopping. A quantitative survey was conducted using a structured questionnaire and a five point Likert scale. Data were collected online from 240 valid respondents during 24 September to 25 October 2024. The analysis used instrument validity testing, reliability testing, normality testing, Spearman correlation, and simple linear regression. The results show that entertainment gratification has a positive and significant effect on perceived enjoyment and perceived interactivity. Informativeness also has a positive and significant effect on perceived enjoyment and perceived interactivity. Perceived enjoyment and perceived interactivity strongly increase buying desire, while buying desire significantly encourages immediate buying behavior. These findings confirm that entertaining, informative, and interactive live-stream shopping experiences are important in shaping online consumers' desire to buy immediately. The study contributes practical insights for digital startups and Shopee Live sellers by emphasizing the need to design live content that combines product information, enjoyable presentation, and responsive interaction
Co-Authors Imam Wahyudi Farid Muhammad Rizal Pabuarany