PENGARUH PARASOCIAL INTERACTION, SCARCITY MESSAGE, DAN PRICE DISCOUNT TERHADAP URGE TO BUY IMPULSIVELY MELALUI POSITIVE AFFECT SEBAGAI MEDIASI (Studi Kasus Pada Pengguna Fitur Shopee Live di Kabupaten Kebumen)

Shopping through live streaming commerce as a new form of commerce is gaining popularity among Indonesian consumers, especially since the COVID-2019 pandemic. However, research on live streaming commerce is still infancy. This research highlights the desire to buy impulsively on Shopee Live. Based on the stimulus-organism-response (SOR) theory. This study investigates the influence of environmental stimuli (parasocial interaction) and marketing stimuli (scarcity message and price discount) on viewers’ emotional state (positive affect) and their response (urge to buy impulsively). This study used SEM-AMOS 26 analysis with purposive sampling method and the number of samples used was 160 respondent conducted by distributing quetionnaries to Shopee Live users who have shopping experience. The result of this study indicate that threre is a positive and signifikan effect on the relathionship of scarcity message and price discount on positive affect, but parasocial interaction only has positif and insignificant relathionship to positive affect. Surprisingly, the three stimuli (parasocial interaction, scarcity message and price discount) and the audience’s emotional state had no significant influence on the urge to buy impulsively. However, all three stimuli have a positive and significant influence on urge to buy impulsively when mediated by positive affect. The findings of this study suggest that online retailers should focus more on increasing the positive affect created by anchors that ultimately leads them to make impulse purchases.