The Impact of User Generated Content (UGC) on Impulsive Buying in Live Streaming Marketing

The internet is growing, which affects the business industry's ability to keep up with its development by doing live streaming marketing. Live streaming marketing makes consumers make impulsive purchases because consumers can interact with sellers in real time and see people's reviews through comments, making consumers' buying intentions higher. The objective of this study is to explain how user-generated content in live-streaming marketing acts as an impulsive buying factor. It can also be referred to as user-generated content. Other consumers create user-generated content to give their honest review of a product in a video, photo, or other format. The data was collected through a questionnaire distributed in June-September 2024 to 154 customers who buy via live streaming. The data collection method used is purposive sampling; the data is then processed using Structural Equation Modeling (SEM) with Smart PLS as tool. There are six variables in this research, there are: user generated content, content authenticity, social interaction, emotional appeal, pleasure, and impulsive buying with seven hypotheses. The results showed that the value of user-generated content, social interaction, and content authenticity in live-streaming marketing has a significant effect on pleasure and emotional appeal so that it can impact impulsive buying for users.