PENGARUH LIVE STREAMING, EVENT TANGGAL KEMBAR DAN FLASH SALE TERHADAP IMPULSIVE BUYING STUDI PADA APLIKASI TIKTOK SHOP
Abstract
Digital commerce applications are growing rapidly, in line with technological advancements. The emergence of various e-commerce platforms indicates that applications facilitate consumer interactions in making quick purchases. This study aims to explain the influence of live streaming, double date events, and flash sales on impulse buying behavior. This study focuses on consumers who use the TikTok app as a medium for digital transactions. This study uses a quantitative approach. Data were collected from at least 100 active TikTok Shop users using a questionnaire. The data were analyzed using multiple linear regression, which was confirmed with several tests to ensure the validity of the data, including using the classical assumption test. This study shows that the variables of live streaming, double date events, and flash sales have a positive and significant impact on impulse buying. The benefits of this study indicate that direct interaction with consumers encourages direct purchases, especially when discounts are offered for a limited time. Merchants on the TikTok app can provide warnings well in advance that attractive discounts will be offered on double date moments, which will also be an attractive moment for consumers to make purchases at satisfactory prices.
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