Pembelian impulsif di era digital: Peran live streaming, content marketing, dan ulasan pelanggan online pada pengguna Shopee

Authors

  • Septanus Rita Mariana Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
  • Heni Susilowati Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern

DOI:

https://doi.org/10.53088/jmdb.v5i2.1776

Keywords:

Impulse Buying, Live Streaming, Content Marketing, Online Customer Review, E-Commerce

Abstract

Digital transformation has reshaped the global trade landscape, with e-commerce in Indonesia experiencing rapid growth. Impulse buying decisions in the digital context have become a dominant phenomenon. This study aims to analyze the influence of live streaming, content marketing, and online customer reviews on impulse buying behavior among Shopee users, as well as to identify the underlying psychological mechanisms of these relationships. The research adopts a quantitative paradigm with a descriptive design. The sample consists of active Shopee users in Bantul Regency, selected using an accidental sampling method. Data were collected through questionnaires and analyzed using multiple linear regression. The findings indicate that online customer reviews have the strongest influence on impulse buying on Shopee, followed by live streaming and content marketing. All three variables are proven to have a significant joint effect on impulse buying decisions. To optimize impulse buying on the Shopee platform, businesses should strategically leverage positive customer reviews and enhance interactive live-streaming features to increase consumer purchasing interest.

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Published

2025-07-08

How to Cite

Mariana, S. R., & Susilowati, H. (2025). Pembelian impulsif di era digital: Peran live streaming, content marketing, dan ulasan pelanggan online pada pengguna Shopee. Journal of Management and Digital Business, 5(2), 495–508. https://doi.org/10.53088/jmdb.v5i2.1776

Issue

Vol. 5 No. 2 (2025): Journal of Management and Digital Business

Section

Articles

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Copyright (c) 2025 Septanus Rita Mariana, Heni Susilowati

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