PENGARUH LIVE STREAMING E-COMMERCE TIKTOK TERHADAP PRILAKU IMPULSIVE BUYING

Abstract

The increase in internet users in Indonesia has brought significant changes in consumer lifestyles, made it easier to access information and online shopping transactions, and opened up huge online business opportunities. Currently Tiktok is the most popular e-Commerce platform, apart from being able to be used as entertainment, the emergence of Live streaming TikTok and TikTok Shop has really attracted the public's interest. This convenience makes many viewers unaware of impulsive buying. Impulsive Buying itself is an unplanned purchase, this happens when we watch Live Streaming of a shop and then are indirectly interested in buying, this can sometimes lead to satisfaction or even disappointment after buying. This research method uses a quantitative approach with a survey method, where the research design is associative descriptive. Exogenous Variable Live Streaming (X) and Endogenous Variable Impulsive Buying (Y). The population in this study is unknown so sampling using the hair formula is 350 samples with the results of simultaneous testing (F-Test) between the Live Streaming and Impulsive Buying variables. It can be seen that Live Streaming has a positive and significant effect on Impulsive Buying behavior. This is also shown in the coefficient of determination test where the Live Streaming Variable has an influence of 31% on the Impulsive Buying Variable