ANALYSIS OF THE RELATIONSHIP BETWEEN LIVE STREAMING AND PRODUCT REVIEWS WITH IMPULSE BUYING DECISIONS IN ONLINE MARKETPLACES

Abstract

The rapid growth of e-commerce has encouraged the emergence of various digital marketing strategies, particularly live streaming and product reviews, which play an important role in influencing consumer behavior. Although previous studies have widely examined factors affecting impulse buying, limited research has simultaneously highlighted the role of direct interaction through live streaming and the impact of social proof from product reviews on impulsive purchasing decisions. This study aims to analyze the relationship between live streaming (X1) and product reviews (X2) with customer impulse buying (Y) on online marketplace platforms. The research employed a quantitative approach using multiple regression analysis. The sample consisted of e-commerce users who had experienced impulsive purchases through live streaming features and product reviews. The findings revealed that live streaming significantly affects impulse buying with a significance value of 0.002 < 0.05, while product reviews also significantly influence impulse buying with a significance value of 0.000 < 0.05. Simultaneously, both variables significantly impact impulse buying with an F-value of 71.032 > 2.33 and a coefficient of determination (R²) of 0.442, indicating that 44.2% of impulse buying behavior is explained by live streaming and product reviews, while the remaining 55.8% is influenced by other factors. These results confirm that digital interaction-based marketing strategies effectively encourage consumer impulsive behavior and provide both theoretical and practical contributions to the study of digital consumer behavior