THE EFFECT OF LIVE STREAMING AND SALES PROMOTION ON IMPULSIVE BUYING AMONG TIKTOK SHOPP USERS

Abstrak

The rising use of TikTok Shop as an e-commerce platform reflects a shift in consumer shopping behavior, particularly among university students who are heavy social media users. Live streaming features and sales promotions are believed to drive impulsive buying, although the specific impact of each factor requires empirical verification. This study aims to analyze the influence of live streaming and sales promotions on impulsive buying among students at the Faculty of Economics and Business, Universitas PGRI Palembang, who use or have used TikTok Shop. A quantitative approach employing descriptive and verification methods was used, with 91 respondents selected via non-probability sampling. Data were collected using Likert-scale questionnaires and analyzed through multiple linear regression. The results indicate that live streaming has a positive and significant effect on impulsive buying, whereas sales promotions do not have a significant effect. However, when combined, live streaming and sales promotions exert a significant influence on impulsive buying. These findings suggest that the interaction and product information delivery facilitated by live streaming are crucial drivers of spontaneous purchases, while sales promotions are more effective when supported by engaging and communicative live streaming sessions.