<![CDATA[The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly amonguniversity students who actively engage with digital platforms. Features such as live streaming shopping andonline customer reviews have become important marketing tools that may influence impulse buyingbehavior. This study aimed to examine the influence of live streaming shopping and online customer reviewson impulse buying among Business Education students at the Faculty of Economics and Business, StateUniversity of Medan. A quantitative approach was employed using primary data collected through an onlinequestionnaire. The population consisted of 384 active students, and 100 respondents who met thepredetermined criteria were selected using purposive sampling. Data were analyzed using multiple linearregression with IBM SPSS Statistics. The results indicated that live streaming shopping had a positive andsignificant effect on impulse buying. In contrast, online customer reviews did not have a significant effect onimpulse buying. Furthermore, live streaming shopping and online customer reviews simultaneouslyinfluenced impulse buying behavior. The coefficient of determination showed that both independentvariables explained 30.5% of the variation in impulse buying, while the remaining 69.5% was influenced byother factors outside the research model. These findings suggest that live streaming shopping plays a moreimportant role in encouraging spontaneous purchasing decisions among students than online customerreviews.Keyword:Business Education Students.E-Commerce;Impulse Buying;Live Streaming Shopping;Online Customer Review]]>
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