THE EFFECT OF INTERACTIVITY AND SHOPEE LIVE PROMOTIONS ON IMPULSE BUYING OF NAJMIA BEAUTY CONSUMERS IN SEMARANG CITY
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Feby Sekonda Lestyowati(1)
Departement of Management, Faculty of Economics and Business, University of 17 Augustus 1945 Semarang
-
Nurchayati Nurchayati(2*)
Departement of Management, Faculty of Economics and Business, University of 17 Augustus 1945 Semarang
-
Gita Sugiarti(3)
Departement of Management, Faculty of Economics and Business, University of 17 Augustus 1945 Semarang
-
Heru Eko Prasetyo(4)
Departement of Management, Faculty of Economics and Business, University of 17 Augustus 1945 Semarang
(*) Corresponding Author
Keywords:
Interactivity, Promotion, Impulse Buying
Abstract
The influence of interactive elements and promotional initiatives within the Shopee Live platform on spontaneous purchase tendencies among patrons of Najmia Beauty in Semarang Municipality was investigated through this inquiry. A quantitative methodology was adopted, whereby empirical evidence was gathered via digital surveys disseminated to individuals who had engaged with and transacted through Najmia Beauty's live broadcasts. Purposive selection was applied to recruit 100 participants. Statistical evaluation of the dataset was conducted employing multivariate linear modeling, facilitated by SPSS software version 25. Positive and statistically meaningful associations were revealed between interactive dynamics and promotional efforts, on one hand, and patrons' unplanned acquisition patterns, on the other. Bidirectional engagement in real-time broadcasts, coupled with fleeting incentive schemes, was found to foster abrupt buying choices. Such outcomes suggest that refined dialogic exchanges and incentive frameworks in livestream merchandising can robustly provoke impromptu consumer actions. Nonetheless, constraints arise from the inquiry's confinement to a singular brand and locale. Subsequent investigations are thus advised to incorporate supplementary factors while broadening contextual and territorial dimensions for more holistic insights.
Keywords: Interactivity; Promotion; Impulse Buying
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References
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APJII. (2025). Laporan Survei Internet APJII 2025. https://apjii.or.id/news
Azzahra, M. A., Shiroth, S. F., & Wibowo, E. (2025). Jurnal Informatika Terpadu Impulse Buying : Studi Kasus Produk Febtatto Di Shopee. 11(1), 78–84.
Bekasi, K. (2021). Pengaruh promosi penjualan, pemasaran media sosial dan motivasi belanja hedonis terhadap perilaku pembelian impulsif (Studi Kasus Pengguna Gopay Di Kota Bekasi). 2, 1323–1337.
Chauhan, R. (2024). Impact of Digital Marketing on Impulsive Buying Behaviour. 6(2), 1–5.
Denia, R., & Yohana, C. (2023). Effect of Sales Promotion and Hedonic Shopping on Impulse Buying Behavior through Positive Emotion in E-Commerce Users in Jabodetabek. Digital Business Journal (DIGIBIS, 2(1), 99–111.
https://jurnal.umt.ac.id/index.php/digibis
Empati, J., Zulfa, A., Santoso, F. A., & Fikri, I. C. (2024). Niat Mengunjungi Kembali Pada Toko Najmia Beauty. 13, 559–569.
Farhati, M. (2024). Sample Size in Qualitative and Quantitative Study. 6(1), 1–5.
Fauzi, A., Wahyudi, A. S., Fizikri, B. Al, Danu, J., Sari, R. N., Habibah, S., Febianti, V., & Yuliani, Z. (2023). Pemanfaatan Digital Marketing Untuk Meningkatkan Penjualan Pada Shopee. Madani : Jurnal Ilmiah Multidisipline, 1(11), 388–396.
Fergina, A. (2024). Quantitative Methods in Scientific Research. 15(1), 281–287. https://doi.org/10.26418/j-psh.v15i1.71528
Gantulga. (2023). Factors Influence Impulsive Buying Behavior. 2022(1). https://doi.org/10.5604/01.3001.0053.4041
Ghozali. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS (9th ed.). Badan Penerbit Universitas Diponegoro.
GoodStats. (2025). E-Commerce yang Sering Diakses di Indonesia (2025). GoodStats. https://goodstats.id
Gunawan, A. M., & Sukresna, I. M. (2023). Pengaruh Potongan Harga, Kenyamanan, Interaktivitas, Dan Keterlibatan Terhadap Niat Pembelian Impulsif Pada Fitur Live Streaming Di Platform E-Commerce. Diponegoro Journal of Management, 12(2009), 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr
Gupta, T., & Bansal, S. (2022). Journal of Marketing & Supply Chain Management Immersive Horizons : VR and AR in Digital Marketing. 1(2), 1–7.
Hajati, D. I. (2023). The Effect of Internet Addiction , Materialism , Hedonic Shopping Motivation , and Promotion on Online Impulse Buying. 5(2), 161–168.
Hidayah, N., & Indah, D. (2023). Pengaruh Promosi Penjualan Dan Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Pada Konsumen Shopee. Jurnal Ekonomi Dan Manajemen, 2(2), 116–123. https://doi.org/10.56127/jekma.v2i2.621
Ilmiah, J., & Indonesia, M. (2025). Mutiara. 3(2), 115–132.
Jakpat. (2024). Platform Live Shopping Terpopuler di Indonesia (2024). Jakpat (Jejak Pendapat Indonesia). https://jakpat.net
Khan, M. (2024). Optimizing Web Surveys in Research : Methodological Considerations and Validity Aspects. XI(2321), 75–105. https://doi.org/10.51244/IJRSI
Liu, Z. (2024). Transformations in Consumer Buying Behavior : Investigating How Online Shopping Platforms. 0, 181–186.
https://doi.org/10.54254/2754-1169/109/2024BJ0135
Luh, P. E. M. N., Gusti, A. K. G. I., Wayan, E., N., & Yudi, S. P. (2023). Perilaku belanja impulsif secara online. Jurnal Ilmu Sosial Dan Humaniora, 12(3), 605–616. https://doi.org/10.23887/jish.v12i3.70463
Mahendra. (2024). Terhadap, Atmosphere Pelanggan, Loyalitas Kedai, D I. 1–13.
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence Of Sales Promotion On Impulse Buying : A Dual Process Approach Influence Of Sales Promotion On Impulse Buying : A Dual Process Approach. 1–37.
https://doi.org/10.1080/10496491.2022.2060415
Mardiyyah1, N. K., & Wincoko. (2021). Jurnal ilmiah sinteks issn : 1907-2007 e-issn : 2579-7115. 10(2), 10–16.
Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). Pengaruh Interactivity, Online Customer Review, dan Trustterhadap Impulse buying Pengguna Shopee Live Streaming. Greenomika, 6(1), 41–53. https://www.researchgate.net/publication/381912932_
Mulisa, F. (2022). Sampling techniques involving human subjects : Applications , pitfalls , and suggestions for further studies. 8(1), 75–84.
https://doi.org/10.17985/ijare.1225214
Ningrum, P. L. M., & Ranasari, E. (2023). Pengaruh Promosi Terhadap Keputusan Pembelian Pakain Pada Toko Qolsa Metro. Journal of Student Research, 1(1), 1–10.
Novia, A. I. (2024). Pengaruh Fomo Dan Sales Promotion Terhadap Impulse Buying Saat Live Streaming Pada Pengguna Shopee Di Kota Medan.
Nuraisah, S., Nadlifatin, R., Subriadi, A. P., & Gumasing, M. J. J. (2024). ScienceDirect ScienceDirect Live Streaming Commerce is considered as Shoppertaiment : A Live Streaming Commerce considered as Shoppertaiment : A Systematic is Literature Review Systematic Literature Review. Procedia Computer Science, 234, 1020–1028. https://doi.org/10.1016/j.procs.2024.03.092
Paul. (2021). Study on Impulse Buying Behaviour on Consumer goods *. 6(5), 33–36.
Priyatno. (2012). Belajar Analisis Data dengan SPSS. Mediakom.
Rahma, C. F., & Nurhasanah, S. (2022). Faktor Determinan yang Mempengaruhi Keputusan Pembelian Impulsif pada Media Live Streaming Tiktok. AH-Journal of Islamic Business and Management, 2(2), 17–26.
Sihombing, D. O. (2022). 1 , 2 12. 5(12), 754–766.
Siregar. (2014). Statistik Parametrik untuk Penelitian Kuantitatif. Bumi Aksara.
Sudjiono. (2010). Pengantar Statistik Pendidikan. Raja Grafindo Persada.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Tamilarasi, R., & Elamathi, N. (2020). E-Commerce- Business- Technology- Society. International Journal of Engineering Technologies and Management Research, 4(10), 33–41. https://doi.org/10.29121/ijetmr.v4.i10.2017.103
Terhadap, L., Secara, P., & Studi, I. (2022). Pengaruh Interaktivitas , Kepercayaan Dan Sikap Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta Pada Pengguna Platform E-Commerce Shopee ).
Tumewu, F. J., Naibaho, R. Y., Lapian, S. L. H. V. J., Tumewu, F. J., Manajemen, J., Sam, U., & Manado, R. (2024). Pengaruh Motivasi Belanja Hedonis Dan Promosi Penjualan Terhadap Pembelian Impulsif Virtual Skin Karakter Game Online Mobile Legends Pada Generasi Z Di Kelurahan Bahu The Influence Of Hedonic Shopping Motivation And Sales Promotion On Impulse Purchases Of. 12(03), 1654–1666.
Vanisa, D. S., Rahmanita, T. R., Ana, E., & Kurniawan, A. (2024). Provincial Segmentation In Indonesia : Exploring Factors Influencing Education With SEM-PLS Method , Incorporating Moderation Effects And Fimix-PLS APPROACH. 18(3), 1955–1962.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(August), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Published
2026-03-12
How to Cite
Lestyowati, F., Nurchayati, N., Sugiarti, G., & Prasetyo, H. (2026). THE EFFECT OF INTERACTIVITY AND SHOPEE LIVE PROMOTIONS ON IMPULSE BUYING OF NAJMIA BEAUTY CONSUMERS IN SEMARANG CITY. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 681-697. https://doi.org/10.35508/jom.v19i1.27260
Section
Articles
