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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Nur Habiba Zain
Universitas Airlangga
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Interaction Orientation pada Live-Stream Shopee Terhadap Perilaku Pembelian Impulsif Konsumen Nimas Anggita Iddo Driantami; Nur Habiba Zain; Sri Hartini
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 11 No 2 (2026): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v11i2.24806

Abstract

Research Aim: To reveal that an individual's communication style can influence Impulsive Buying by providing a vision of future consumption. Design/Methods/Approach: This study uses a quantitative approach method with SEM-PLS analysis. Research Finding: Interaction orientation affect Consumption vision and Parasocial Interaction whic can interact to Impulsive Buying in purchasing at Live streamaing. Theoretical Contribution/Originality: This study makes a significant contribution to consumer behavior theory, particularly in the context of Live streamaing e-commerce. Understanding of how an individual (Live streamaer) communicates with their audience and delivers information that can lead to Impulsive Buying. Research Limitation: The stimulus used is only Interaction orientation, and the object is only on Shopee e-commerce.
Co-Authors Nimas Anggita Iddo Driantami Sri Hartini