The Influence of Live Streamer, Products, and Internet Reviews Towards Buying Behavior Through Trust and Impulsiveness of XYZ Store’s Customers
Author (s)
Hanna Christine
Abstract
Understanding the buying behavior of the customers is crucial to understand the wants and needs of the consumers. This study aims to understand the influence of live streamer, products, and internet reviews towards buying behavior through trust and impulsiveness of XYZ Store in Surabaya’s customers. This study was conducted by analyzing the responses of 95 customers by using the non-probability sampling method. The results of the questionnaire were then analyzed by using SEM-PLS to understand the relationship between the variables. The result of this study shows that live streamer has a significant impact towards buying behavior through trust and impulsiveness, while products and internet reviews create a significant relationship towards trust, but not impulsiveness. This research creates implications towards marketing strategies regarding Buying Behavior, which enhances the knowledge on XYZ Store in Surabaya’s consumers in the market.
Keywords: Live Streamer, Products, Internet Reviews, Trust, Impulsiveness, Buying Behavior.
| Title: | The Influence of Live Streamer, Products, and Internet Reviews Towards Buying Behavior Through Trust and Impulsiveness of XYZ Store’s Customers |
|---|---|
| Author: | Hanna Christine |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2659 |
| Media: | Online |
| Volume: | 50 |
| Issue: | 1 |
| Issue publication (Year): | 2026 |
| Acceptance Date: | 02/03/2026 |
| Date of Publication: | 06/03/2026 |
| PDF URL: | http://ijsab.com/wp-content/uploads/2659.pdf |
| Free download: | Available |
| Page: | 122-140 |
| First Page: | 122 |
| Last Page: | 140 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Christine, H. (2026). The Influence of Live Streamer, Products, and Internet Reviews Towards Buying Behavior Through Trust and Impulsiveness of XYZ Store’s Customers, International Journal of Science and Business, 50(1), 122-140. https://doi.org/10.58970/IJSB.2659
About Author (s)
Hanna Christine, Economics and Business Department, Universitas Pelita Harapan, Surabaya, Indonesia. ORCID: https://orcid.org/0009-0006-9053-199X
DOI: https://doi.org/10.58970/IJSB.2659
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