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All Journal ProBisnis : Jurnal Manajemen
I Gusti Ngurah Bayu Segara
Politeknik Negeri Bali, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Live Streaming Sales and Store Atmosphere Digital on Generation Z Impulsive Buying Decisions in TikTok Shop (A Case Study in Kelurahan Abianbase) I Gusti Ngurah Bayu Segara; I Gusti Ngurah Sanjaya; Wayan Gede Suka Parwita
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to determine the partial and simultaneous effects of live streaming sales and store atmosphere digital on impulsive buying decisions among Generation Z at TikTok Shop. Conducted in Kelurahan Abianbase, this quantitative research utilized a purposive sampling method, gathering primary data from 130 respondents through structured questionnaires. The data were analyzed using multiple linear regression. The results demonstrated that live streaming sales exerted a positive and significant effect on impulsive buying. Similarly, store atmosphere digital had a positive and significant impact. Simultaneously, both variables significantly enhanced impulsive buying decisions. Strategic recommendations include standardizing real-time information delivery during live sessions and establishing a uniform visual design for digital stores.
Co-Authors I Gusti Ngurah Sanjaya Wayan Gede Suka Parwita