Borobudur Management Review
Vol 5 No 2 (2025): Vol 5 No 2 (2025): Vol 5 No: 2 (2025)

PENGARUH LIVE STREAMING, SHOPPING LIFESTYLE, PRICE DISCOUNT DAN FLASH SALE TERHADAP IMPULSE BUYING BEHAVIOR (Studi Empiris pada Konsumen Shopee)

Nurdiyanti, Emilia (Unknown)
Hidayati, Luk Luk Atul (Unknown)
Utami, Pranita Siska (Unknown)

Article Info

Publish Date
24 Feb 2026

Abstract

This study aims to determine the effect of Live Streaming, Shopping Lifestyle, Price Discount and Flash Sale on Impulse Buying Behavior. The sample used in this study were people who had made online purchases through Shopee. The sampling method in this study was accidental sampling with a sample size of 100 respondents. The analytical tool used is multiple linear regression with the help of SPSS 25 software. The results of the F test show that Live Streaming, Shopping Lifestyle, Price Discount and Flash Sale have a positive and simultaneous effect on Impulse Buying Behavior. The results of the t test show that Shopping Lifestyle has a positive effect on Impulse Buying Behavior, while Live Streaming, Price Discount and Flash Sale have no effect on Impulse Buying Behavior. Keywords: Live Streaming, Shopping Lifestyle, Price Discount, Flash Sale, Impulse Buying Behavior

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Journal Info
Borobudur Management Review
Website

Abbrev

bmar

Publisher

Universitas Muhammadiyah Magelang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

BMAR is a peer-reviewed journal that aims to provide original research articles, review articles, and case study on economic management. This journal is issued twice a year and it is a tool for researchers, academics, and practitioners who wished to channel their thoughts and findings in the field ...