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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Majalah Ilmiah Bijak EVOLUSI : Jurnal Sains dan Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Teknologi Informasi dan Komunikasi Journal of Innovation in Community Empowerment (JICE) Bima Journal : Business, Management and Accounting Journal Dinamika JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Journal of Management and Informatics Jurnal Bisnis Kreatif dan Inovatif International Journal of Economics, Business and Innovation Research Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia Jurnal Teknik Informatika dan Teknologi Informasi
Myra Andriana
Universitas Sains Dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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DETERMINANTS OF IMPULSIVE BUYING IN LIVE STREAMING COMMERCE USERS AMONG DIGITAL NATIVES Gabriela Yabestania Shekinah; Edwin Zusrony; Myra Andriana
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/rmzarv73

Abstract

This investigation focuses on TikTok Live and Shopee Live streaming platforms, analyzing the impulsive buying behavior of digital natives in Semarang City. This research assesses the impact of social media marketing and influencer marketing as strategic accelerators due to the growing engagement of Generation Z as a dominant market demographic and their predisposition towards impulsive buying behavior. A quantitative approach was adopted with 60 participants aged 18 to 28 who underwent unplanned purchases through LSC platforms within the last six months. Data collection utilized standardized questionnaires and was analyzed with SmartPLS 4.0. As part of data collection, questionnaires are used which are graded on a five-point likert scale. Based on the SOR model, social media marketing and influencer marketing, separately and in combination, are proven to have a significant positive impact on impulsive buying behavior. Important motivators included emotional appeal, real-time participation, and interpersonal digital influence. These findings demonstrate the need to target Gen Z with more engaging content that features trusted influencers. In relation to the existing body of knowledge, this research fills a gap in digital marketing literature by examining the factors related to the psychology of the consumer and technology that instigate impulsive purchase behaviors in live e-commerce contexts. From a practical standpoint, it provides critical information for marketers aiming to design more targeted, persuasive, and robust campaigns utilizing live streaming platforms to improve conversion rates.
Co-Authors Abdullah Agustinus Budi Santoso Arie Atwa Magriyanti Bambang Widjanarko Susilo Dewi Widyaningsih Dhea Ayu Cahyaningsih Dian Amanda Putri Dwi Astutik Echan Adam Edwin Zusrony Erlinda Sholihah Fia Rafiana Gabriela Yabestania Shekinah Haryo Kusumo Heni Susilowati Iwan Koerniawan Jarot Dian Susatyono Kusumajaya, Robby Andika Nadia Putri Wulandari Nikita Yoan Oktaviyana Pemilia Sulistyowati Priyadi Priyadi Puteri Anindya Maulan Ratnaningrum Reni Veliyanti Rimba Lestari Roymon Panjaitan Sindhu Rakasiwi Siti Rahmi, Siti Siti Silatur Rahmi Suprapti Tantiek Sumarlin Tantiek Sumarlin Tantiek Sumarlin Tantik Sumarlin . Tavika Trirahma Titin Hargyatni Viktoria Tridelfi Luruk Wahyudin Noor Wesly Tumbur ML Tobing Wimber Jerry Panjaitan Wimber Jerry Panjaitan Yuli Fitrianto Yulia Sinta Wati Ulfa Zahra Dinul Khaq