| dc.description.abstract | The emergence of numerous e-commerce platforms has made it easier for consumers to make unplanned purchases. Features such as customer ratings, live streaming selling, and customer reviews are capable of influencing purchasing decisions emotionally and instantly. As a result, impulsive buying has become increasingly common, particularly among young consumers such as female university students who actively use digital platforms.
The purpose of this research is to analyze the influence of customer rating, live streaming selling, and customer review on impulsive buying behavior in the purchase of The Originote skincare products on Shopee e-commerce by female students at public universities in Medan City. The effects of customer rating, live streaming selling, and customer review were analyzed both partially and simultaneously on impulsive buying.
The research used a quantitative method with an associative approach, involving 96 female students from public universities in Medan City who had purchased The Originote skincare products via Shopee, selected using purposive sampling. Primary data were collected through questionnaires, while secondary data were obtained from literature studies. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing.
The results showed that customer rating (X1), live streaming selling (X2), and customer review (X3) had a significant influence, both partially and simultaneously, on impulsive buying (Y) of The Originote skincare products on Shopee by female students at public universities in Medan City. The coefficient of determination test indicated a strong relationship, with an R value of 0.804. The adjusted R square value revealed that customer rating, live streaming selling, and customer review contributed 63.5% to impulsive buying behavior, while the remaining 36.5% was influenced by other variables outside the research model. | en_US |
