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All Journal Inovator : Jurnal Manajemen
Nurawalia Rom Dona
Universitas Ibn Khaldun Bogor, Indonesia
Economics, Econometrics & Finance

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The Effect of live Streaming and Affiliate Marketing on Shopee Consumers’ Impulsive Buying Nurawalia Rom Dona; Hartanti Nugrahaningsih; Neng Ayu Sri Wahyuni
INOVATOR Vol 15 No 1 (2026): MARET
Publisher : prodima@fe.uika-bogor.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/inovator.v15i1.24123

Abstract

This descriptive and verification quantitative study aims tc Jetermine-the effect of Live Streaming and Affiliate Marketing on Shopes Consumers' Impulsive Buying Data were collected through questionnaires from 105 respondents selected using the simple random sampling method, then analyzed using the SPSS program. The results of the study indicate that partially, Live Streaming has significant effect, while Afliate Marketing has a positive and significant effect on impulse buying. Simultaneously, bott variables have a significant'effect with a coefficient of determinatior of 45.4%, with Affiliate Marketing being the more dominant factor These indings are expected to provide input for developing more effective digital marketing strategies.
Co-Authors Hartanti Nugrahaningsih Neng Ayu Sri Wahyuni