The Influence of Live Streamer, Products, and Internet Reviews Towards Buying Behavior Through Trust and Impulsiveness of XYZ Store’s Customers

Understanding the buying behavior of the customers is crucial to understand the wants and needs of the consumers. This study aims to understand the influence of live streamer, products, and internet reviews towards buying behavior through trust and impulsiveness of XYZ Store in Surabaya’s customers. This study was conducted by analyzing the responses of 95 customers by using the non-probability sampling method. The results of the questionnaire were then analyzed by using SEM-PLS to understand the relationship between the variables. The result of this study shows that live streamer has a significant impact towards buying behavior through trust and impulsiveness, while products and internet reviews create a significant relationship towards trust, but not impulsiveness. This research creates implications towards marketing strategies regarding Buying Behavior, which enhances the knowledge on XYZ Store in Surabaya’s consumers in the market.