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All Journal Implementasi Manajemen & Kewirausahaan
Nurhanayani Nurhanayani
Universitas Jambi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Uncovering live streaming features and discounts on the dynamics of online shopping behaviour in Indonesia novita ekasari; Rosmeli Rosmeli; Rita friyani; Nurhanayani Nurhanayani; Revino Andika Pratama
Implementasi Manajemen & Kewirausahaan Vol 6 No 2 (2026): IMKA JOURNAL
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v6i2.779

Abstract

This study aims to analyze the influence of Live Streaming Shopping (LSS) and Product Discount on Purchase Decision with Impulse Buying as a mediating variable on e-commerce consumers in Indonesia. Methodology: The research used a quantitative explanatory approach with a survey method. Data were collected from 200 respondents who had made transactions through the live streaming feature on Shopee, TikTok Shop, Tokopedia, or Lazada. The sampling technique used purposive sampling, while data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Result: Product Discount and LSS have a positive and significant effect on Impulse Buying and Purchase Decision. Impulse Buying also has a positive effect on Purchase Decision and partially mediates the relationship between Product Discount and LSS on Purchase Decision. These findings support the Stimulus–Organism–Response (SOR) framework in explaining live commerce consumer behavior. Conclusion: Purchasing decisions in live commerce are influenced by a combination of promotional stimuli, interactive experiences, and consumer psychological responses. Interactive live streaming strategies and selective discounts can enhance the effectiveness of digital marketing
Co-Authors Novita Ekasari Nurhayani dan Rosmeli Nurhayani Rosmeli Revino Andika Pratama Rita Friyani