The impact of live streaming, discounts, and product quality on impulse buying with customer trust as a mediating variable: A study on skintific products

Abstract

Purpose: This study aims to analyze the influence of live streaming, discounts, and product quality on impulse buying, with customer trust serving as a mediating variable, specifically for Skintific products on the Shopee marketplace.

Design/methodology/approach: This research used a quantitative approach, collecting data via an online questionnaire on Google Forms with a Likert scale. The sample of 140 Rawamangun residents aged 17 and older was obtained through purposive sampling and comprised individuals who had previously purchased Skintific products on Shopee.

Findings: The results show that live streaming has no direct significant effect on impulse buying, while discounts and product quality do. Additionally, live streaming does not directly influence customer trust, but discounts and product quality do. Customer trust positively impacts impulse buying and successfully mediates the relationship between product quality and impulse buying, but not between live streaming or discounts and impulse buying.

Originality/value: This research offers insights into consumer behavior in e-commerce, highlighting the mediating role of trust in the relationship between marketing stimuli and impulsive purchases. The findings emphasize that product quality is essential for building consumer trust, which drives unplanned buying decisions.