THE INFLUENCE OF LIVE STREAMING STIMULI ON IMPULSE BUYING BEHAVIOR OF FASHION PRODUCTS AND USER STICKINESS ON SHOPEE AND TOKOPEDIA LIVE

Pangihutan, Gorga Agustinus
Agus, Anna Amalyah

Journal of Economic, Bussines and Accounting (COSTING)
Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting

The growth of e-commerce in Indonesia has driven the integration of live streaming as a dynamic marketing tool. This research explores how live streaming stimuli affect both impulse buying behavior and user engagement, with perceived hedonic value acting as a mediating factor. Employing a quantitative method through Structural Equation Modeling (SEM) and surveying 300 participants, the study reveals that live streaming stimuli have a significant impact on triggering impulsive purchases and fostering user interaction. Additionally, perceived hedonic value plays a key role in strengthening consumer engagement with e-commerce platforms. The findings offer valuable insights for marketers and online platforms to develop more impactful live streaming strategies for product promotion.