The Influence Of Streamer Interaction And Visual Appeal On Impulsive Buying In Live Streaming Social Commerce

This study aims to analyze the influence of visual appeal, streamer interaction, arousal, and time pressure on impulsive buying behavior in the context of social commerce live streaming. Social commerce through live streaming has seen significant growth in Indonesia, especially as it has become highly popular among younger generations. Live streaming in social commerce successfully captures the interest of young consumers through its interactive experience and engaging video content, making it an essential marketing tool for businesses. This research adopts a quantitative approach through survey methods involving Generation Z respondents in the DKI Jakarta area as the research subjects. Data collected is analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to identify the impact of visual appeal, streamer interaction, arousal, and time pressure on impulsive purchasing decisions. The findings of this study are expected to provide insights and recommendations for businesses on effective strategies to maximize live streaming features to enhance consumer engagement and encourage impulsive buying. This research is significant as it combines variables of visual appeal, streamer interaction, consumer arousal, and time pressure within a context relevant to social commerce trends, offering a new perspective on digital consumer behavior and contributing to the development of literature in digital marketing.