The Antecedent of Impulsive Buying Decisions Through Live Streaming Technology and Flash Sale in E-Commerce

The development of the internet has brought changes to human life. These changes influence consumers in impulsive buying decisions. With changes occurring that influence impulse buying decisions, E-Commerce responds to these changes by presenting new features. E-Commerce responds to changes in consumption decisions by presenting Live Streaming and Flash Sale features. This research aims to determine the influence of social interaction, visual appeal, price promotions, and time pressure on impulse buying decisions of Shopee users. Data was collected through an online survey or Google form involving 125 respondents from Shopee users. The data collection technique uses a questionnaire distributed online. The analysis method uses Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results show that social interaction (<tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$\boldsymbol{\beta}=\mathbf{0.195}$</tex>; p=0.048), visual appeal (<tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$\boldsymbol{\beta}=\mathbf{0.254}$</tex>; p=0.026), price promotions (<tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$\boldsymbol{\beta}=\mathbf{0.216}$</tex>; p=0.010), and time pressure (<tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$\boldsymbol{\beta}=\mathbf{0.272}$</tex>; p=0.001) have a significant impact on impulse buying decisions among Shopee users. The implications of this research show that direct social interaction, attractive visual displays, effective price promotions, and time pressure can increase the impulse buying decisions of Shopee users. These findings contribute to understanding consumer behavior on the Shopee e-commerce platform and provide a basis for developing more effective marketing strategies.