Analysis Consumer Behavior in Impluse Buying: Live Streaming, Flash Sale and Celebrity Endorsement

Nanto Purnomo; Sri Puji Wahyuni

doi:10.55927/ijis.v5i6.36

Authors

Nanto Purnomo Universitas Islam Lamongan
Sri Puji Wahyuni Universitas Islam Lamongan

DOI:

https://doi.org/10.55927/ijis.v5i6.36

Keywords:

Live streaming, Flash Sale, Celebrity Endorsements, Impulse Buying

Abstract

This study aims to examine the extent to which live streaming, flash sales, and celebrity endorsements influence impulse buying behavior among Shopee users. Adopting an inferential quantitative approach, the research employed purposive sampling to select participants. Data were gathered through questionnaires distributed to 137 members of the Tapak Suci martial arts group in Sugio District, Lamongan Regency, who are active Shopee users. The collected data were analyzed using SPSS version 26, utilizing tests for validity and reliability, multiple linear regression, coefficient of determination, as well as t-tests and F-tests. The findings reveal that live streaming, flash sales, and celebrity endorsements each have a significant impact—both individually and collectively—on impulse buying tendencies. Among the three independent variables, live streaming emerged as the most dominant factor influencing spontaneous purchase decisions.

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