EconBank : Journal Economics and Banking
Vol 7 No 1 (2025): Econbank

Peran Mediasi Hedonism Pada Hubungan Live Streaming E-Commerce dengan Perilaku Pembelian Impulsif

Syafiqoh, Siti Minhatus (Unknown)
Sutanto, Himawan Arif (Unknown)

Article Info

Publish Date
30 Apr 2025

Abstract

The presence of live streaming features in e-commerce makes it easier for individuals to do online shopping with attractive offers and can create stimuli to meet emotional needs and impulse buying behavior. This study aims to analyze the effect of e-commerce live streaming on impulse buying behavior with the mediating role of hedonism. 100 users of live streaming e-commerce were taken as samples with purposive sampling. The data analysis technique in this study used PLS-SEM. The results showed that Live Streaming e-commerce has an effect on impulse buying behavior through customer hedonism. However, directly Live streaming e-commerce has no effect on impulse buying behavior. While Hedonism has a positive effect on impulse buying behavior.

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Journal Info
EconBank : Journal Economics and Banking
Website

Abbrev

econbank

Publisher

Sekolah Tinggi Ilmu Ekonomi Bank BPD Jateng

Subject

Economics, Econometrics & Finance Social Sciences

Description

Econbank is a Journal of Economics and Banking published by the School of Economics and Business (STIE) of Bank BPD Jateng as a place for publishing research results and concepts in the fields of Economics and Banking. Ecobank focuses on research articles or papers relevant to the economic, ...