The Role of E-Commerce Live Streaming as a Stimulus for Consumptive Behavior in Online Purchases among Digital Business Students

Abstract

The advancement of digital technology has led to new innovations in the e-commerce industry, one of which is the live streaming feature, which has become a widely adopted marketing strategy across platforms such as Shopee and TikTok. This feature enables direct interaction between sellers and buyers while presenting attractive product visuals, indirectly stimulating consumptive behavior, particularly among university students. This study aims to analyze the role of e-commerce live streaming as a stimulus for consumptive behavior among students in the Digital Business Study Program at Universitas Indraprasta PGRI. Using a qualitative descriptive approach, data were collected through questionnaires distributed to 50 respondents. The results show that 94% of respondents have watched live streaming sessions and admitted feeling motivated to shop afterward mainly due to limited-time promotions, trust in the host, and the high level of interactivity during live broadcasts. Furthermore, 88% of respondents found live streaming more engaging than traditional advertisements, while 86% agreed that this feature encourages impulsive buying behavior due to emotional pressure and a heightened sense of urgency. The convenience offered by live streaming effectively helps consumers fulfill their needs; however, it is essential to maintain awareness and self control to prevent such convenience from leading to excessive and uncontrolled consumption behavior.