Live Streaming Adoption for Small Medium Businesses to Support the Achievement Of SDG’s

Objective: The objective of this research is to analyze emerging digital technology and their impact on SDG’s innovation and digital economy. SME’s participation in live streaming will be explored to understand the impact on SME’s SDG’s Theoretical Framework: Social cognitive theory (SCT) is used as a theoretical base. The SCT can explain why individuals want to learn to observe others in social media/online shopping, Method: The variables studied were Product Information Quality (PIQ), Streamers’ Information Quality (SIQ), trust, and impulse buying. A quantitative approach by survey questionnaire distribution was conducted. The population is anyone who has experience with live streaming in Indonesia. Purposive sampling is chosen, and 325 valid data have been gathered for analysis using PLS-SEM. Results and Discussion: Product and streamers Information Quality positively influence trust but PIQ and SIQ do not positively influence impulse buying. Trust fully mediates between PIQ and SIQ to impulse buying. This confirms the role of trust as perceived by customers, as SMES have not yet gained market awareness thus trust is crucial to lead the decision to buy. Research Implications: The success of SMEs in the digital economy will help them access the market more effectively and efficiently. SMEs’ success means increasing community welfare more evenly as well as a more sustainable environment is achieved due to SMEs’ sense of belonging to their homeland. Originality/Value: The originality is the structural model and the observation of the model to SMES in adopting live streaming. The PIQ and SIQ were analyzed in the context of SME’s offerings.