Pengaruh Interaction Orientation pada Live-Stream Shopee Terhadap Perilaku Pembelian Impulsif Konsumen

Nimas Anggita Iddo Driantami (Universitas Airlangga)
Nur Habiba Zain (Universitas Airlangga)
Sri Hartini (Universitas Airlangga)

JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Vol 11 No 2 (2026): Jurnal Nusantara Aplikasi Manajemen Bisnis

Research Aim: To reveal that an individual's communication style can influence Impulsive Buying by providing a vision of future consumption. Design/Methods/Approach: This study uses a quantitative approach method with SEM-PLS analysis. Research Finding: Interaction orientation affect Consumption vision and Parasocial Interaction whic can interact to Impulsive Buying in purchasing at Live streamaing. Theoretical Contribution/Originality: This study makes a significant contribution to consumer behavior theory, particularly in the context of Live streamaing e-commerce. Understanding of how an individual (Live streamaer) communicates with their audience and delivers information that can lead to Impulsive Buying. Research Limitation: The stimulus used is only Interaction orientation, and the object is only on Shopee e-commerce.