Pratiwi, Elviza (2025) Pengaruh Live Streaming Shopping Terhadap Impulse Buying Pengguna E-commerce Shopee Pada Produk Kecantikan Skintific. Masters thesis, Universitas Islam Riau.

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Abstract

he Influence of Live Streaming on Impulsive Buying of Skintific Skincare Products on Shopee E-Commerce. This study aims to examine the influence of live streaming on impulsive buying behavior among Shopee e-commerce users in purchasing Skintific skincare products. The phenomenon of impulsive buying has been increasingly prevalent with the rise of interactive features in e-commerce platforms, particularly live streaming. Through this feature, sellers can showcase their products in real-time, offer exclusive promotions, and build direct interactions with consumers, which are believed to significantly encourage unplanned purchasing behavior. This research employed a quantitative descriptive approach with data collect ed through an online questionnaire. The study involved 92 respondents who are active Shopee users and have participated in Skintific skincare live streaming sessions. Data analysis was conducted using SPSS version 25, which included validity and reliability testing, descriptive statistics, and simple linear regression analysis to test the relationship between the independent and dependent variables. The results revealed that live streaming has a positive and significant effect on impulsive buying behavior. The Cronbach’s Alpha values for the live streaming variable (0.902) and impulsive buying variable (0.856) indicate that all research instruments are reliable. The indicators of live streaming—interactivity, live product visualization, exclusive live offers, and attractive hosts—contribute significantly to consumers’ impulsive purchasing decisions. These findings support previous studies suggesting that interactive engagement and positive emotions experienced during live sessions can trigger spontaneous buying behavior. The study concludes that effective live streaming strategies can create emotional engagement and a sense of urgency among consumers, thereby increasing the likelihood of impulsive purchases. Therefore, businesses are encouraged to maximize the use of live streaming features by presenting engaging hosts, appealing product visualizations, and limited-time exclusive offers to enhance product appeal and boost sales performance.

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