Published: 2026-10-01
Pengaruh Online Customer Reviews, Live Streaming, dan Affiliate Marketing terhadap Impulse Buying melalui Customer Trust Parfum Evangeline pada Pengguna TikTok Shop di Indonesia
DOI: 10.35870/emt.v10i4.6688
Abstract
This study investigates the influence of Online Customer Reviews, Live Streaming, and Affiliate Marketing on Impulse Buying behavior, mediated by Customer Trust. Employing a quantitative methodology with SmartPLS 4.0 analysis, the research reveals that these three digital marketing variables exert a positive and significant effect in fostering consumer trust and prompting unplanned purchases. In particular, Affiliate Marketing stands out as the predominant predictor of impulsive buying. The analysis of indirect effects confirms that Customer Trust functions as a partial mediator, amplifying the influence of marketing strategies on Impulse Buying. These results underscore that, in addition to technical marketing elements, cultivating customer trust is essential for enhancing impulsive purchasing decisions within digital platforms.
Keywords
Online Customer Reviews; Live Streaming; Affiliate Marketing; Customer Trust; Impulse Buying; TikTok
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 4 (2026)
-
Section: Articles
-
Published: 2026-10-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/emt.v10i4.6688
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Alfina Fatika Anggraeni, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Guruh Taufan Hariyadi, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Piji Pakarti, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Elia Resha Fatmawati, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
-
Abid Muhtarom, & Syairozi, I. (2022). Analisis persepsi harga, kualitas pelayanan, customer relationship marketing, dan kepercayaan terhadap peningkatan penjualan dimediasi loyalitas pelanggan pada UMKM Ayam Potong Online Elmonsu. Jurnal Ekonomi & Ekonomi Syariah, 5(1), 743–755.
-
Afifah, N., Pebrianti, W., Setiawan, H., & Author, C. (2023). The influence of live streaming shopping, online customer reviews, and affiliate marketing on impulse buying through customer trust in e-commerce Shopee. Ijafibs, 11(3), 460–472.
-
Angelia, K. R., & Basiya, R. (2024). Trust memediasi pengaruh live streaming dan online customer review terhadap purchase decision produk skincare pada TikTok Shop. El-Mal Jurnal Kajian Ekonomi & Bisnis Islam, 5(12). https://doi.org/10.47467/elmal.v5i12.4526.
-
Ardianah, S. D., & Badi’ah, R. (2025). Pengaruh affiliate marketing dan live streaming terhadap impulse buying dengan consumer trust sebagai variabel mediasi. Eqien Jurnal Ekonomi dan Bisnis, 14(2), 589–606. https://doi.org/10.34308/eqien.v14i2.2029.
-
Award, T. B. (2025). Top Brand Index perawatan pribadi 2025. Top Brand Award.
-
Biila, Y. S., & Dhofir, M. A. H. (2024). Mediating perceived enjoyment in influencing online impulse buying: Study of stimulus organism response (S-O-R) theory. Journal of Management and Islamic Finance, 4(2), 143–160. https://doi.org/10.22515/jmif.v4i2.10025.
-
Gibran, R., & Juliandara, L. (2024). Pengaruh review dan affiliate marketing terhadap impulsive buying konsumen TikTok. Optimal Jurnal Ekonomi dan Kewirausahaan, 18(1), 31–43. https://doi.org/10.33558/optimal.v18i1.11563.
-
Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: Mediating role of swift guanxi. Internet Research, 31(5), 1718–1744. https://doi.org/10.1108/intr-02-2020-0078.
-
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8.
-
Hilal, A. K., & Astuti, S. P. (2022). The role of online customer reviews in increasing impulsive purchase of fashion products online with customer trust as a mediator. Journal of Management and Islamic Finance, 2(2), 310–323. https://doi.org/10.22515/jmif.v2i2.5279.
-
Hsieh, Y.-C., & Lu, L.-C. (2025). Trustworthiness evaluation of reviews for products with their traits in e-commercial communities. Asia Pacific Journal of Marketing and Logistics.
-
Khan, M. T., Idrees, M. D., Rauf, M., Sami, A., Ansari, A., & Jamil, A. (2022). Green supply chain management practices’ impact on operational performance with the mediation of technological innovation. Sustainability, 14(6), 1–22. https://doi.org/10.3390/su14063362.
-
Kumar, H., & Srivastava, R. (2022). Exploring the role of augmented reality in online impulse behaviour. International Journal of Retail & Distribution Management, 50(10), 1281–1301. https://doi.org/10.1108/ijrdm-11-2021-0535.
-
Lavuri, R. (2025). How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk. International Journal of Quality and Service Sciences, 14(4), 615–634. https://doi.org/10.1108/IJQSS-11-2021-0169.
-
Lee, E. M., Subramaniam, C., & Park, S. (2025). Perceived risk and fashion on the intention to adopt wireless earbuds in the United States using a partial least squares-structural equation modeling approach: Empirical study. JMIR Formative Research, 9. https://doi.org/10.2196/56887.
-
Liu, F. (2025). How does consumers’ scarcity mentality in live-streaming influence impulse buying behavior? An empirical study from China. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2025-0580.
-
Liu, R., Hamid, A. B. A., & Yaakub, N. I. (2024). Revisiting perceived gratification, consumer attitudes and purchase impulses in cross-border e-commerce live streaming: A direct and indirect effects model. Journal of Systems and Information Technology, 26(1), 51–70. https://doi.org/10.1108/jsit-10-2023-0214.
-
M. Afuan, H. R. L. K. L. (2024). Pengaruh gaya kepemimpinan dan kompensasi terhadap kinerja melalui kepuasan kerja sebagai variabel intervening pada pegawai SMPN 21 Padang. Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis, 1(3), 34–46.
-
Mariana, S. R., & Susilowati, H. (2025). Pembelian impulsif di era digital: Peran live streaming, content marketing, dan ulasan pelanggan online pada pengguna Shopee. Journal of Management and Digital Business, 5(2), 208–595. https://doi.org/10.53088/jmdb.v5i2.1776.
-
Mudjahidin, M., Putri, H. A., Aristio, A. P., & Baihaqy, A. (2025). Stream smart, buy smart: Optimizing persuasive strategies for enhanced impulse buying. RAUSP Management Journal. https://doi.org/10.1108/RAUSP-10-2024-0206.
-
Nugraha, A., & Widyastuti, H. (2025). Pengaruh affiliate marketing dan online customer review terhadap purchase decision melalui customer trust pada produk skincare di Jabodetabek. Jurnal Manajemen Dan Organisasi, 16(2), 198–214.
-
Nurlaili, M., & Wulandari, R. (2024). The impact of promotion, product quality, and trust toward online impulsive buying decisions: The mediating role of flow experience. International Journal of Management Science and Application, 3(2), 54–83. https://doi.org/10.58291/ijmsa.v3i2.282.
-
Nursal, M. F., Hadita, H., Marundha, A., & Komariah, N. S. (2022). Determination of marketing performance: Display media, affiliate marketing and social media (literature review). International Journal of Advanced Multidisciplinary, 1(2), 83–93. https://doi.org/10.38035/ijam.v1i2.41.
-
Paranita, L. (2014). Sikap masyarakat Surabaya terhadap tayangan talkshow.
-
Permatasari, L., Ayuanti, R. N., & Mahaputra, A. P. (2025). Pengaruh program affiliate marketing, harga, dan promosi terhadap keputusan pembelian parfum Mezuca di TikTok Shop.
-
Qotrunnada, S. (2024). Pengaruh strategi marketing flashsale E-commerce terhadap perilaku konsumen dalam berbelanja ditinjau dari perilaku impulsive buying: Study case Tokopedia. Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah, 6(5). https://doi.org/10.47467/alkharaj.v6i5.2273.
-
Radasahila, S., Made, N., Pratiwi, I., Maduwinarti, A., Ilmu, F., Dan, S., Politik, I., & Surabaya, U. (2025). Pengaruh content marketing, price discount, dan online customer review terhadap impulse buying parfum "Saff & Co" melalui TikTok di Surabaya.
-
Rahmataini, P. N., Safitri, R., & Prasetyo, B. D. (2023). Pengaruh source credibility dan message credibility di TikTok live streaming terhadap impulsive buying behavior. Syntax Literate Jurnal Ilmiah Indonesia, 7(9), 15791–15809. https://doi.org/10.36418/syntax-literate.v7i9.13596.
-
Ridho Damara Bakri, & Shinta Rahmani. (2025). Pengaruh persepsi harga, kualitas produk, dan kualitas pelayanan terhadap kepuasan pelanggan pada kafe Wonglimo Coffee Eatery (studi pada CV. Wonglimo Limasan). MUARA EKONOMI: Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis, 1(3), 95–111. https://doi.org/10.64365/muanomi.v1i3.31.
-
Sanapang, G. M., Ardyan, E., & Christian, S. (2024). Understanding the important role of online customer reviews in social commerce on customer trust and impulse buying. Review of Management and Entrepreneurship, 8(1), 70–84. https://doi.org/10.37715/rme.v8i1.4336.
-
Sands, S., Campbell, C., Plangger, K., & Ferraro, C. (2022). Unreal influence: Leveraging AI in influencer marketing. European Journal of Marketing, 56(6), 1721–1747. https://doi.org/10.1108/ejm-12-2019-0949.
-
Sarstedt, M., & Liu, Y. (2024). Advanced marketing analytics using partial least squares structural equation modeling (PLS-SEM). Journal of Marketing Analytics, 12(1), 1–5. https://doi.org/10.1057/s41270-023-00279-7.
-
Shafira, N., & Rachmawati, A. W. (2025). Daring terhadap keputusan pembelian parfum Evangeline pada TikTok Shop: The influence of live streaming and online customer reviews on purchasing decision for Evangeline perfume on TikTok Shop. Jurnal Ilmiah, 1(3), 504–512.
-
Shewale, R. (2025). TikTok Shop statistic. Resourcera.
-
Sinurat, W., & Salqaura, S. A. (2025). Analisis faktor-faktor yang mempengaruhi live streaming dan affiliate marketing terhadap impulsif buying. Riggs Journal of Artificial Intelligence and Digital Business, 4(2), 1350–1357. https://doi.org/10.31004/riggs.v4i2.673.
-
Solichin, J., Hamsal, M., Furinto, A., & Kartono, R. (2022). A literature review on affiliate marketing in e-commerce. Proceedings of the International Conference on Business and Social Science, 2636–2644. https://doi.org/10.46254/in02.20220619.
-
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
-
Sutiadiningsih, A., Mahfud, T., Dang, V. H., Purwidiani, N., Rachma Wati, G., & Dewi, I. H. P. (2024). The role of gastronomy tourism on revisit and recommendation intentions: The mediation analysis of tourist satisfaction. GeoJournal of Tourism and Geosites, 52(1), 195–202. https://doi.org/10.30892/gtg.52118-1195.
-
Sutrisna, Y., & Siregar, S. (2025). Pengaruh influencer marketing dan live streaming terhadap keputusan pembelian parfum Mykonos (survey pada pengguna TikTok dan Instagram). Jurnal Ilmiah, 5, 17–22.
-
Tang, K. L., Meng, T. P., & Alex, T. Y. J. (2022). Impulse buying in live stream based on the stimulus-organism-response framework. Jurnal Pengurusan, 66. https://doi.org/10.17576/pengurusan-2022-66-06.
-
Tanuwijaya, C. K., Ellitan, L., & Lukito, R. S. H. (2023). The effect of online customer reviews on purchase intention with customer trust as a variable in purchase decision on Sociolla consumers. Journal of Entrepreneur & Business, 4(3), 192–203. https://doi.org/10.24123/jeb.v4i3.5764.
-
Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and consequences of streamer trust in livestreaming commerce. Behavioral Sciences, 13(4), 308. https://doi.org/10.3390/bs13040308.
-
Ullah, I., Asghar, M. Z., Barbera, E., & Cimen, M. (2023). Integrating social media-based community of inquiry with theory of planned behavior to promote equitable educational intentions among pre-service teachers in Gilgit Baltistan, Pakistan. Frontiers in Psychology, 14(April), 1–14. https://doi.org/10.3389/fpsyg.2023.1150421.
-
Wang, K., & Li, S. (2025). Do the characteristics of live streaming matter? The evidence from China on consumer purchase intention. SJME. https://doi.org/10.1108/SJME-12-2023-0324.
-
Xiao, S., & Park, H. (2025). How country-of-origin (COO) image and eWOM credibility buffer the effects of animosity and cognitive dissonance on online purchase intentions. APJBA. https://doi.org/10.1108/APJBA-07-2025-0562.
-
Xu, H., Zhang, K. Z., & Zhao, S. J. (2020). A dual systems model of online impulse buying. Industrial Management & Data Systems, 120(5), 845–861. https://doi.org/10.1108/imds-04-2019-0214.
-
Yanzhou, W., & Chin, T. A. (2025). Literature review on the moderating effect of celebrity endorser toward browsing and impulse buying behavior in live-streaming market. Global Conference on Business and Social Sciences Proceeding, 17(1), 139.
-
Yazida Salsa Biila, & M. Alfan Hadiar Dhofir. (2024). The role of perceived enjoyment as a mediator in online impulse buying: Insights from S-O-R theory. Journal of Management and Islamic Finance, 4(2), 143–160. https://doi.org/10.22515/jmif.v4i2.10025.
-
Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: Swift guanxi perspective. Journal of Services Marketing, 35(3), 312–324. https://doi.org/10.1108/jsm-01-2020-0009.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.