The Effect of live Streaming and Affiliate Marketing on Shopee Consumers’ Impulsive Buying

Nurawalia Rom Dona (Universitas Ibn Khaldun Bogor, Indonesia)
Hartanti Nugrahaningsih (Universitas Ibn Khaldun Bogor, Indonesia)
Neng Ayu Sri Wahyuni (Universitas Ibn Khaldun Bogor, Indonesia)

Inovator : Jurnal Manajemen
Vol 15 No 1 (2026): MARET

This descriptive and verification quantitative study aims tc Jetermine-the effect of Live Streaming and Affiliate Marketing on Shopes Consumers' Impulsive Buying Data were collected through questionnaires from 105 respondents selected using the simple random sampling method, then analyzed using the SPSS program. The results of the study indicate that partially, Live Streaming has significant effect, while Afliate Marketing has a positive and significant effect on impulse buying. Simultaneously, bott variables have a significant'effect with a coefficient of determinatior of 45.4%, with Affiliate Marketing being the more dominant factor These indings are expected to provide input for developing more effective digital marketing strategies.