ENCHANCING IMPULSIVE BUYING THROUGH LIVE STREAMING AND FREE SHIPPING: EMPIRICAL EVIDIENCE FROM E-COMMERCE CONSUMERS IN INDONESIA

With customer trust acting as a mediating element in e-commerce live streaming, this study attempts to examine how product type, live streaming, and free delivery affect impulsive purchasing behaviour.One hundred respondents who were chosen by simple random selection were given questionnaires as part of a quantitative approach. The data were analyzed utilizing multiple linear regression models through the application of SPSS version 27. According to the findings, live streaming significantly influences consumer trust (t = 3.764 > tₜₐᵦₗₑ = 1.985; Sig. = 0.000), as well as impulsive buying (t = 2.669 > 1.985; Sig. = 0.009). Free shipping also has a significant positive effect on both consumer trust (t = 4.171 > 1.985; Sig. = 0.000) and impulsive buying (t = 3.372 > 1.985; Sig. = 0.001). However, product type does not significantly affect either consumer trust (t = 1.738 < 1.985; Sig. = 0.085) or impulsive buying (t = -0.400 < 1.985; Sig. = 0.690). Furthermore, consumer trust significantly influences impulsive buying (t = 6.649 > 1.985; Sig. = 0.000), confirming its role as a strong mediating variable. The coefficient of determination (Adjusted R²) indicates that live streaming, product type, and free shipping explain 74.6% of the variance in consumer trust, while these three variables along with consumer trust explain 84.0% of the variance in impulsive buying. These findings emphasize the critical role of consumer trust in enhancing impulsive buying behavior in live streaming e-commerce, particularly when influenced by engaging marketing techniques and favorable purchase conditions such as free shipping.