ANALYSIS OF THE INFLUENCE OF LIVE COMMERCE STRATEGY ON IMPULSIVE BUYING BEHAVIOUR

In 2025, live commerce continues to grow rapidly as a dominant trend in Indonesia’s digital economy. The increasing integration of e-commerce and live-streaming platforms has transformed online shopping into an interactive and entertainment-driven experience, driving higher impulsive purchase rates among consumers. This study investigates the influence of live commerce strategies on consumers’ impulsive buying behaviour in Indonesia, focusing on the Stimulus–Organism–Response (SOR) framework. Using a quantitative approach, data were collected from 401 respondents in the Jabodetabek area who had recently engaged in live commerce activities. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyze both direct and indirect relationships among constructs, as well as the moderating effects of time availability and money availability. The results indicate that six out of seven tested hypotheses were supported. Social Presence and Sales Promotion, as stimulus variables, significantly influenced Flow Experience, which in turn had a strong and positive effect on Impulsive Buying Behaviour. Flow Experience also served as a significant mediator in the relationship between the stimulus variables and consumer behaviour, highlighting its critical role as a psychological bridge. Furthermore, Money Availability was found to positively moderate the relationship between Flow Experience and Impulsive Buying Behaviour, whereas Time Availability did not demonstrate a significant moderating effect. These findings emphasize the importance of enhancing host–audience interaction and providing attractive promotions to trigger immersive experiences and impulsive responses. The study contributes both theoretical insights and practical recommendations for optimizing live commerce strategies in the Indonesian digital marketplace.Keywords : Live Commerce, Impulsive Buying Behaviour, Stimulus–Organism–Response (SOR) Model, Social Presence, Sales Promotion, Flow Experience, Time Availability, Money Availability, Consumer Behaviour, Indonesia.