The increasing popularity of online shopping through various marketplace platforms has led to the emergence of live shopping features that offer an interactive and real-time purchasing experience. This study aims to analyze the purchase intention of consumers in Cirebon City influenced by affective and cognitive factors. A quantitative approach was employed with data collected via a structured questionnaire. The research involved 400 respondents aged 15–29, selected using the Slovin formula. Data analysis was
conducted using Structural Equation Modeling–Partial Least Squares (SEMPLS). The results reveal that both cognitive and affective factors significantly influence purchase intention. However, the affective factor exerts a stronger
influence, with a path coefficient of 0.781, compared to the cognitive factor with a coefficient of 0.144. Furthermore, the R² value of 0.812 indicates that 81.2% of the variance in purchase intention can be explained by these two factors.
These findings suggest that emotional engagement, such as feelings of enjoyment and trust during live shopping, plays a more dominant role than rational evaluations in influencing consumer purchasing decisions.
Keywords: Cognitive, Affective, Purchase Intention