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Journal : International Journal of Artificial Intelligence Research

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Factors That Influence Impulse Buying Behavior in Live Streaming E-Commerce Mariam, Siti; Syahla, Tamara
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i2.440

Abstract

There is a problem that many prospective customers are not sure and are hesitant to buy products that are not seen directly (through e-commerce live streaming). The customers tend not to believe in the quality of the product to be purchased and doubt the authenticity of the product even though it has been explained by influencers. The purpose of this study is to determine the factors that influence impulse buying behaviour in live streaming e-commerce. This research is a quantitative research type. The population in this study was made up of men and women aged 17-50 years in the Greater Jakarta area of 101 people who were taken using purposive sampling. Data testing was carried out using validity testing methods, reliability testing, R-Square analysis and hypothesis testing using bootstrapping by looking at the path coefficients values. Based on the research results can be drawn the following conclusions: Influencers and product quality have a positive and significant effect on customer trust; Influencers and Product Quality have a positive and significant effect on Impulse Buying Behavior; Customer trust has a positive and significant influence on Impulse Buying Behavior. There are several suggestions for this research, namely influencers can increase knowledge about the products they sell, minimize product weaknesses, increase security when shopping for live streaming, in future research they can add variables that are thought to influence impulse buying behavior such as price promotions.
Co-Authors - Khaeruman Abdul Haeba Ramli Aditya Halim Perdana Kusuma Putra Putra Adrifa, Zacky Putra Agung Aji Perdana Agung Edi Rustanto Ahdi Riyono Ahmad Suriansyah Ahmad Zainal Ajat Sudrajat Al Kausar, Al Kausar Almansuri, Anton Amalia Sapriati Amrullah Amrullah Ardhana, Nugroho Aji Arif, Zaenal Arifah, Muhammad Syahroni Arifin, Antoni Ludfi Arsyi Rizqia Amalia Aulia, Nur Nabila Azhar Nampira, Ardi Bagiastra, I Ketut bt Rushdi, Hashlina Budi, Erwanto Budi, Erwanto Catur Kepirianto Cholifihani, Muhamad Cholifihani, Muhammad Christover, Jean Damayanti, Si Luh Putu Dedi Junaedi, Dedi Defran, Hanif Muhammad Dewi Purnamasari Dewi, Maya Puspita Dihin Septyanto Din Azwar Uswatun Djati, Sunding Pantja Djoko Sutrisno Ekawati, Rosa Eni Rosnija Eric Hermawan Ernawati Ernawati Eros Rosmiati Evi Novita Fadillah, Nida Sri Nur Fahrosa, Salsa Meisita Fika Aryani Hamidah, Asti Hendriadi, Hendriadi Herlina Herlina Hidayat, Yusup Rachmat I Ketut Suma I Wayan Suastra Ida Bagus Putu Arnyana Ida Nurhaida Imelda Fajriati Indrajaya, Titus Irsan Tricahyadinata IRWANSYAH Irwansyah Irwansyah Ismaya, Sakti Brata Judijanto, Loso Juliana Juliana Kadafi, M. Amin Kalim, Muchamad Nur Kanaya, Aida Suni Khaeruman Khoidar Amirus Khoirunisa, Nurul Kusnadi Laela Fitriani, Baiq Lutfiyah, Zalfa Waspa Ma'mun, Nadiah Macdhy, Reshanty Dea Nur Mahadewi, Erlina Puspitaloka Majid Wajdi Maksum Radji Maratis, Jerry Megawaty Meidiyanty, Elvira Muhammad Nafi Annury, Muhammad Nafi Naldo, Jufri Naldo Nefianto, Tirton Nurishlah, Laesti Nurpadilah, Maila Oktavia, Kiki Nur Omar, Rina Haji Panji Kresna, Egi Petrus Jhon Alfred Depa Dede Pindiharti, Dewi Prakoso, Hauzan Afif Prasetyo, Wisnu Budi Pratama, Mario Putra Purnomo, Subekhi Hadi Purnomo, Suseno Hadi Rahayu Apriliaswati Rahayu, Astrid Ramdan Samadi, Mochammad Riyanti Riyanti Rohani, Laila Rois, Ajun Rojuaniah Rojuaniah Ropi Marlina Rozamuri, Arif Murti Saadillah, Ramdhani Saputra, Radiansyah Harry Sari, Fitri Eka Sari, Hani Mayang Sayyidatul Fadlilah Septiningrum, Kartika Ayu Setyaningrum, Angela Selvia Shunhaji, Akhmad Silvester Masias Siso Sina, Muhammad Ibnu Sinaga, Samuel J. Siti Nurhidayati Siti Tarwiyah Sujatmiko, Anang Suriyadi, Suriyadi Suroyo Suroyo Surryanto Djoko Waluyo Suryani, Devina Ratna Susanto Susanto Sutawidjaya, Ahmad Hidayat Sutawijaya, Ahmad Hidayat Syahla, Tamara Syech Idrus Tablante, Dennish Tablante, Dennish H. Thamanda, Dhea Rusli Toaha, Muhammad Vikaliana, Resista Wicaksana, Harits Hijrah Widiyanti, Indri Ayu WIJAYA WIJAYA, WIJAYA Yogi Prihandoko Yohana, Erni Yolanna, Yolla Yusuf, Marwah