The Role of Live Streaming Commerce and Price Discounts in Consumer Impulse Buying on the Shopee Platform
DOI:
https://doi.org/10.59890/ijma.v4i4.65Keywords:
Live Streaming, Discount, Impulsive BuyingAbstract
This research is motivated by the phenomenon of fluctuating sales experienced by the Rproject store on the Shopee platform, even though promotional strategies through live streaming features and discount programs have been implemented. This condition indicates that the promotional strategies used have not been fully effective in encouraging consumers’ impulsive buying behavior. The purpose of this study is to analyze the influence of live streaming and discounts on the impulsive buying behavior of Rproject consumers on Shopee in Bandung Regency. The research method employed is a qualitative approach that is further analyzed quantitatively through descriptive and verificative techniques. Data were collected through questionnaires distributed to 99 respondents determined using the Slovin formula. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression, correlation analysis, the coefficient of determination, as well as F-test and t-test to determine the influence of each variable. The results of the study show that live streaming and discounts have a positive and significant effect on impulsive buying, both partially and simultaneously. This finding emphasizes that the more attractive the live streaming presentation and the more relevant the discount offers, the higher the consumers’ tendency to make impulsive purchases. This research provides recommendations for business owners to optimize live streaming strategies and discount programs to create a more engaging and interactive shopping experience that encourages increased impulsive buying behavior among consumers.
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