The influence of live streaming shopping, online customer reviews, and affiliate marketing on impulse buying trought customer trust in e-commerce shopee

Authors

  • Rosniati Rosniati Tanjungpura University, Indonesia
  • Heriyadi Heriyadi Tanjungpura University, Indonesia
  • Nur Afifah Tanjungpura University, Indonesia
  • Wenny Pebrianti Tanjungpura University, Indonesia
  • Harry Setiawan Tanjungpura University, Indonesia

DOI:

https://doi.org/10.35335/ijafibs.v11i3.171

Keywords:

Affiliate Marketing, Customer Trust, Impulse Buying, Live Streaming Shopping, Online Customer Review

Abstract

Marketing strategies, such as affiliate marketing and live streaming shopping, have emerged in response to the substantial amount of e-commerce consumers in Indonesia. By examining customer trust in Shopee E-Commerce, this study seeks to ascertain the impact of affiliate marketing, live streaming purchasing, and online customer reviews on impulse purchases. A total of 224 participants were enlisted for this study via an online questionnaire representing diverse regions in Indonesia. A combination of purposive and non-probability sampling methods was utilized to acquire the data for this study. Structural equation modeling (SEM) was employed to analyze the data using AMOS 22. According to this study, affiliate marketing, live streaming purchases, and online customer reviews significantly and positively influence impulsive purchasing. Meanwhile, live streaming shopping, online customer reviews, and affiliate marketing positively and significantly affect customer trust. Live streaming shopping, online customer reviews, and affiliate marketing indirectly influence customer trust and impulse buying. This research can help online business people optimize marketing in the live streaming sales and affiliate marketing industries, which are booming

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Published

2023-12-30

How to Cite

Rosniati, R., Heriyadi, H., Afifah, N., Pebrianti, W. ., & Setiawan, H. (2023). The influence of live streaming shopping, online customer reviews, and affiliate marketing on impulse buying trought customer trust in e-commerce shopee . International Journal of Applied Finance and Business Studies, 11(3), 460–472. https://doi.org/10.35335/ijafibs.v11i3.171

Issue

Vol. 11 No. 3 (2023): December: Applied Finance and Business Studies

Section

Articles

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Copyright (c) 2023 International Journal of Applied Finance and Business Studies

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