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All Journal Jurnal Akuntansi, Manajemen dan Bisnis Digital
Liga Elsita
Universitas Serelo Lahat
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Discounts And Live Streaming On Implusive Purchasing Decisions For Fashion Products On TikTok Shop In Gumay Talang District Liga Elsita; Delvina Yulanda; Heri Fitriadi
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 1 (2026): Januari
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i1.9759

Abstract

The objective of this reasearch is to examine the influence of discounts and live streaming on impulsive purchasing decisions for fashion products at TikTok Shop in Gumay Talang District. The method applied in this analysis is a descriptive quantitative method. Sampling used purposive sampling, which involved 96 respondents. The data analysis approach adopted is multiple linear regression, assisted by SPSS. The study findings show that discounts and live streaming have a positive and significant effect on impulsive purchasing decisions. These findings can help marketers/sellers in developing increasingly effective marketing strategies through discounts and live streaming.
Co-Authors Delvina Yulanda Heri Fitriadi