Electronic Theses and Dissertation

Perkembangan live streaming shopping mendorong perubahan perilaku konsumen, khususnya dalam memicu impulse buying behavior. Penelitian ini bertujuan untuk menganalisis pengaruh social presence, streamer attractiveness, dan scarcity promotion terhadap impulse buying behavior dengan flow experience sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner daring menggunakan Google Form kepada responden yang memiliki pengalaman menonton live streaming shopping, dengan mayoritas responden berusia 18–22 tahun. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa social presence, streamer attractiveness, dan scarcity promotion berpengaruh signifikan terhadap flow experience dan impulse buying behavior, serta flow experience berperan sebagai mediator parsial. Temuan ini memberikan kontribusi teoritis terhadap kajian perilaku konsumen dalam konteks live streaming shopping dan dapat menjadi referensi bagi penelitian selanjutnya.

The development of live streaming shopping has transformed consumer purchasing behavior, particularly in stimulating impulse buying behavior. This study aims to examine the effects of social presence, streamer attractiveness, and scarcity promotion on impulse buying behavior, with flow experience serving as a mediating variable. This research adopts a quantitative approach using a survey method by distributing online questionnaires via Google Form to respondents who have experience watching live streaming shopping, with the majority of respondents aged between 18 and 22 years. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that social presence, streamer attractiveness, and scarcity promotion have significant effects on flow experience and impulse buying behavior, and that flow experience acts as a partial mediator in these relationships. These findings contribute to the consumer behavior literature in the context of live streaming shopping and provide insights for future research.