The Effect of KOL’s Characteristics and KOL’s Live Streaming Performance on Impulsive Buying of “Lozy Hijab” Consumers with Perceived Persuasiveness as a Mediator
Sari
Live streaming commerce has emerged as an important digital marketing channel in Indonesia, particularly within the Muslim fashion industry. The interactive nature of live streaming and the involvement of Key Opinion Leaders (KOLs) provide opportunities for brands to influence consumers’ purchasing decisions. This study investigates the effects of KOL Characteristics and KOL Live Streaming Performance on Impulsive Buying among Lozy Hijab consumers, with Perceived Persuasiveness examined as a mediating variable. A quantitative research design was employed using an online questionnaire administered to 150 Lozy Hijab consumers who had participated in TikTok Live shopping sessions involving KOLs. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including mediation analysis. The findings demonstrate that KOL Characteristics, KOL Live Streaming Performance, and Perceived Persuasiveness have positive and significant effects on Impulsive Buying. Furthermore, Perceived Persuasiveness significantly mediates the relationships between KOL Characteristics and Impulsive Buying, as well as between KOL Live Streaming Performance and Impulsive Buying. These findings suggest that consumers’ impulsive purchasing decisions are influenced not only by the characteristics of KOLs and the quality of live streaming execution but also by the extent to which consumers perceive the communication as persuasive. The study provides practical implications for Lozy Hijab and similar fashion brands in selecting credible KOLs and enhancing live streaming quality through informative presentations, interactive communication, and effective audience engagement.
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DOI: https://doi.org/10.37531/yume.v9i3.12837
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