Impact of Live Streaming on Impulsive Buying Among Millennials in Banjarmasin on E-Commerce Platforms

Chandra Hariandi; Jamaluddin; Ali Asrori; Muhammad Fahmi Ma’sum; Noviridhany Maulana  Azhar

doi:10.59890/ijgsr.v4i8.314

Authors

Chandra Hariandi ASMI Citra Nusantara Banjarmasin
Jamaluddin ASMI Citra Nusantara Banjarmasin
Ali Asrori ASMI Citra Nusantara Banjarmasin
Muhammad Fahmi Ma’sum ASMI Citra Nusantara Banjarmasin
Noviridhany Maulana Azhar ASMI Citra Nusantara Banjarmasin

DOI:

https://doi.org/10.59890/ijgsr.v4i8.314

Keywords:

Live Streaming Shopping, Streamer Characteristics, Interaction and Promotion, Perceived Enjoyment, Fear of Missing Out, Impulsive Buying

Abstract

The development of live streaming shopping has transformed consumer behavior in online purchasing, particularly through platforms such as TikTok and Shopee. This study aims to analyze the effects of streamer characteristics, interaction and promotion, perceived enjoyment, and Fear of Missing Out (FoMO) on impulsive buying among Millennial consumers in Banjarmasin. This study employed a quantitative approach using a causal associative method. The sample consisted of 100 Millennial respondents who actively used TikTok or Shopee and had made purchases through live streaming shopping features within the previous three months. The respondents were selected using purposive sampling, while data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that streamer characteristics have a positive and significant effect on impulsive buying, with a path coefficient of 0.563 (p = 0.000). Interaction and promotion also have a positive and significant effect, with a coefficient of 0.248 (p = 0.031). Perceived enjoyment has a positive and significant effect, with a coefficient of 0.052 (p = 0.044), while FoMO has a positive and significant effect, with a coefficient of 0.146 (p = 0.037). The R² value of 0.945 indicates that 94.5% of the variance in impulsive buying can be explained by the four variables. Streamer characteristics are the most dominant factor influencing impulsive purchasing behavior. These findings indicate that streamer credibility and attractiveness, interaction and promotion, enjoyable shopping experiences, and FoMO can increase Millennial consumers' tendency to make spontaneous and unplanned purchases

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