Impulse Buying Konsumen pada Live Streaming Commerce: Peran Perceived Authenticity dan Social Presence

Abstract

This study aims to analyze the effects of perceived authenticity and social presence on consumers’ impulse buying behavior in the context of live streaming commerce as an increasingly important digital marketing strategy in the era of digital transformation. Digital marketing has become a key instrument for businesses to reach consumers widely and interactively, along with changes in consumer behavior that increasingly rely on digital platforms for information search and purchase decision-making. One of the rapidly growing forms of digital marketing is live streaming commerce, which enables real-time interaction between sellers and consumers. Live streaming commerce creates a more personalized shopping experience through two-way communication, direct product demonstrations, and strong social presence. These conditions may enhance consumers’ perceptions of marketing content authenticity and social presence, which may ultimately trigger impulse buying behavior. However, consumers’ responses to digital marketing stimuli are not homogeneous. Therefore, this study also incorporates gender as a moderating variable to examine whether gender moderates the effects of perceived authenticity and social presence on impulse buying. This study employs a quantitative approach using a survey of consumers who have watched or purchased products through live streaming commerce on e-commerce and social media platforms, such as TikTok and Shopee. The study is expected to contribute theoretically to the development of digital consumer behavior research and provide practical implications for businesses, particularly micro, small, and medium-sized enterprises (MSMEs), in designing digital marketing strategies that are more authentic, interactive, and adaptive to contemporary consumer characteristics.