Ilusi Kedekatan Konsumen: Dampak Parasocial Interaction pada Live Streaming Commerce terhadap Perilaku Pembelian Impulsif

Abstract

The trend of live streaming commerce has transformed consumer shopping behavior, where purchasing decisions are often made spontaneously. This study aims to examine the role of parasocial interaction in triggering impulse buying behavior on live streaming platforms. The method used is a Systematic Literature Review (SLR) by synthesizing 17 relevant scientific articles from academic databases. The literature review results indicate that parasocial interaction acts as a crucial psychological bridge (mediator). The streamer's communication skills, the audience's social anxiety, and the fear of missing out (FOMO) are proven to trigger an illusion of emotional closeness between the audience and the host. This sense of familiarity leads the audience to ignore logical considerations or utilitarian values, prioritizing hedonic emotions, which results in impulsive purchases. Furthermore, the findings emphasize that streamer credibility is still required to make the interaction trustworthy. This study concludes that discounts and store reputation will not work optimally without a strong emotional connection between the streamer and consumers. This study provides strategic business insights and recommends future research on post-purchase impacts for consumers.