Abstract
The purpose of this study is to analyze the influence of psychological factors on impulsive buying behavior of apparel customers during Facebook live streams, with a case study of the Klontong Manado Online Shop in Sulawesi Utara. The study examines the psychological factors that may lead to impulsive buying behavior, such as Motivation, Attitude, Learning and Perception. This research uses Quantitative Approach with 96 from apparel customers who have participated in the Facebook live streams of Klontong Manado Online Shop. The study found that motivation, attitude, and learning do not significantly influence impulsive buying, while perception has a highly positive and significant effect on impulse purchases of clothes during live streaming on the "Klontong Manado Online Shop" Facebook group. Additionally, all four factors have a simultaneous and significant effect on impulsive buying of clothes through live streaming in the group. The findings of this study could provide insights for online apparel retailers to better understand and leverage the psychological factors that influence impulsive buying behavior during live stream shopping events. Keywords: psychological factors, impulsive buying
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