The Influence of Live Streaming and Affiliate Marketing on Impulsive Buying among Shopee E-Commerce Consumers in Medan with Consumer Trust as Intervening Variable

Tasya Amanda Harahap; Endang Sulistya Rini; Yeni Absah

doi:10.55927/fjmr.v5i5.85

Authors

Tasya Amanda Harahap University of North Sumatra
Endang Sulistya Rini University of North Sumatra
Yeni Absah University of North Sumatra

DOI:

https://doi.org/10.55927/fjmr.v5i5.85

Keywords:

Live Streaming, Affiliate Marketing, Consumer Trust, Impulsive Buying

Abstract

The rapid growth of digital technology and e-commerce has significantly transformed consumer behaviour in online purchasing activities. Platforms such as Shopee employ various marketing strategies, including live streaming and affiliate marketing features. The objective of the research is to find out and analyze the influence of live streaming and affiliate marketing on impulsive buying through consumer trust among Shopee consumers in Medan. This research uses associative methods and quantitative data. The population in this research is Shopee consumers who had made purchases in Shopee platform through live streaming and affiliate marketing, and 135 of them are used as the samples. The sampling technique taken by non-probability sampling and purposive sampling method. The collected data are analyzed by using descriptive statistical analysis and Structural Equation Modeling (SEM). The result of the research shows that live streaming and affiliate marketing directly have a positive and significant influence on consumer trust and impulsive buying on Shopee consuemrs in Medan. Indirectly, live streaming and affiliate marketing have a positive and significant influence on impulsive buying through consumer trust on Shopee consumers in Medan.

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