The influence of live streaming shopping and online customer reviews on impulse buying in business education students at the Faculty of Economics and Business, Medan State University (Pengaruh Live Streaming Shopping dan Online Customer Review Terhadap Im

Abstract

The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly among
university students who actively engage with digital platforms. Features such as live streaming shopping and
online customer reviews have become important marketing tools that may influence impulse buying
behavior. This study aimed to examine the influence of live streaming shopping and online customer reviews
on impulse buying among Business Education students at the Faculty of Economics and Business, State
University of Medan. A quantitative approach was employed using primary data collected through an online
questionnaire. The population consisted of 384 active students, and 100 respondents who met the
predetermined criteria were selected using purposive sampling. Data were analyzed using multiple linear
regression with IBM SPSS Statistics. The results indicated that live streaming shopping had a positive and
significant effect on impulse buying. In contrast, online customer reviews did not have a significant effect on
impulse buying. Furthermore, live streaming shopping and online customer reviews simultaneously
influenced impulse buying behavior. The coefficient of determination showed that both independent
variables explained 30.5% of the variation in impulse buying, while the remaining 69.5% was influenced by
other factors outside the research model. These findings suggest that live streaming shopping plays a more
important role in encouraging spontaneous purchasing decisions among students than online customer
reviews.
Keyword:Business Education Students.E-Commerce;Impulse Buying;Live Streaming Shopping;Online Customer Review