Khaqiyatul Nazilda "Pengaruh IT Affordance dalam Live Streaming Commerce Terhadap Purchase Intention Konsumen Melalui Trust: Model SOR di Jawa Tengah". Skripsi Jurusan Akuntansi Politeknik Negeri Semarang, dibawah bimbingan Sri Murtini, S.E., M.Si., Akt., dan Rani Raharjanti, S.E., M.Si., Juli 2026, 78 halaman. Kemajuan teknologi informasi telah mendorong perubahan besar dalam perilaku bela…
The rapid evolution of digital marketing strategies in Southeast Asia has positioned live streaming commerce and flash sales as prominent drivers of consumer engagement and online purchasing behavior. While impulsive buying behavior has been widely examined, the moderating effect of cultural context in this dynamic remains underexplored. This study investigates the influence of live streaming a…