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All Journal Journal Informatic, Education and Management (JIEM)
B.Retno Pratiwi Sakti
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Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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THE EFFECT OF LIVE STREAMING AND PRODUCT BUNDLING ON IMPULSE BUYING DECISIONS FOR GLAD2GLOW PRODUCTS ON THE TIKTOK SHOP APPLICATION IN BOGOR REGENCY Novita Ulan Dari; B.Retno Pratiwi Sakti
Journal Informatic, Education and Management (JIEM) Vol 8 No 2 (2026): AUGUST
Publisher : STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61992/jiem.v8i2.359

Abstract

The development of digital technology has changed consumer behavior , especially in online shopping through social media . TikTok Shop utilizes live streaming and product bundling features as marketing strategies to attract consumer interest . Real-time interaction through live streaming and bundling offers are considered capable of encouraging impulsive buying behavior . This study aims to analyze the influence of live streaming and product bundling on impulsive buying decisions for Glad2Glow products on TikTok Shop in the Bogor Regency community . The study used a quantitative approach with a survey method of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using validity , reliability , hypothesis testing , and linear analysis . The results of the study are expected to contribute to the development of digital marketing science and become a reference for effective marketing strategies for business actors .
Co-Authors Novita Ulan Dari