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Journal : Jurnal Ilmu Manajemen

What Drives Impulse Buying on Shopee? Exploring the Influences of Live Streaming, Online Trust, and e-WOM Fadila, Nurul; Susilowati, Fitri; Sumarmi, Saptaningsih
Jurnal Ilmu Manajemen Vol. 14 No. 2 (2025): Jurnal Ilmu Manajemen
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jim.v14i2.432

Abstract

E-commerce is the largest contributor to the digital economy in Indonesia in 2023. One of the e-commerce that is the main choice for conducting online transactions is Shopee. Judging from the large number of consumers' interest in visiting Shopee, it allows consumers to carry out unplanned purchasing behavior or impulsive buying when visiting Shopee. This study aims to determine the influence of Live streaming, online customer trust, and electronic word of mouth on impulsive buying on the Shopee e-commerce platform. The research method was carried out by analyzing primary data by distributing questionnaires via Google Forms to 120 respondents in the Special Region of Yogyakarta. Data collection in this study was carried out in June 2024 in the Special Region of Yogyakarta. Respondents in this study were Shopee application users aged 18 years and over, domiciled in the Special Region of Yogyakarta, and had made unplanned product purchases on Shopee. The study utilized a purposive sampling method to select participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with the aid of SMARTPLS software version 4.1.0.3. The results of this study indicate that both live streaming and electronic word of mouth do not have a significant effect on impulsive buying. While online customer trust has a positive and significant effect on impulsive buying on the Shopee e-commerce platform.
Co-Authors Adnin, Falya Afifah, Nisah Afrina Januarista, Afrina Agung Pratama Airlangga, Cut Sarha Ali Murtopo, Aang ALWIZAR ALWIZAR, ALWIZAR Anggela, Rabita Anggreni, Ni Gusti Ayu Annas, Firdaus Athallah, Muhammad Rafif Azmina, Nurul Badarudin, Wahyu Binti Non Shamdas, Gamar Cahyani, Dian Ayu Cale, Woolnough Dahlan, Maharani M. Dewi, Eva Eka Nur Fitriana, Desi Eni Amaliah Erwin Erwin Fahrur Rozi Fakhirah, Atikah Faradish, Rido Dian Fitri Susilowati, Fitri Free Dirga Dwatra Gunawan Gunawan Hakim, Ahmad Faizul Hayati, Nadiya A. Herawati, Teti Hidayat, Elin Hulawa, Djeprin E. Humolungo, Nurlela H. Indrawadi, Junaidi Indria Wahyuni Irsan Irsan Juwita Meldasari Tebisi, Juwita Meldasari Kartika, Nur Alphia Kasman Kasman Kathryn, Morse Katrina Feby Lestari, Katrina Feby Krisdayanti, Krisdayanti Kurnia Sandra, Annysa Kusuma, Bayu Mitra A. LALA JELITA ANANDA Lilies Lilies Lismawati, Lismawati Lufti, Adnan M, Amril Maharani, Puan Marimbun Marimbun Maryamah, Siska Mawardi Siregar, Mawardi Mohamad Irfan, Mohamad Mohammad Jamhari Muhammad Hafiz Muhammad Irfan Muhammad Syahrul Ulum Mursito S. Bialangi Mustamin Mustamin Naeklan Simbolon Nimatulloh, Abdul Aziz Noviana, Umi Novianti Novianti Nur Ilman, Eprian Nurkholis Nurkholis nurul khotimah Nusman, Ariwinarti Padilah, Salwa Pertiwi, Ian Purnama, Tetti Eka Putri Handayani Qurani, Nurul Rahmanelli Rahmanelli Resti, Nindi Sulvina Mai Riana Sahrani Rifaid, Rifaid Rizki Akbar, Danu Rizqa, Rachma Fatihatul Sanjaya, Komang Saptaningsih Sumarmi, Saptaningsih Sa’diyah, Kholifatus Septiyani, Rani Sintiawati, Ni Wayan Siregar, Evy I. Siti Komariah Sjaf, Muhammad Fadhil Afif Azhar sobri, ahmad Sofhiatul Aliyah, Hida Sudiari, Ni Made Dwi Survani, Rifki Syahvini, Salsabila Nasywa Syaiful Anwar Syawaluddin, Ahmad Triyuniarti, Hanny Urbaningrum, Vidya Walili, Marzelina Winda Winda Windarsih, Yulia Wuri Nugrahini, Asadila Pratama Yudha, Yusuf H. Yuni Lestari, Triana Yusnanik Bakhtiar Yustira, Vira Zain, Ahmad Muzakky Zuhra Zuhra Zulfi Amaliah, Ratu