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All Journal International Journal of Humanities Education and Social Sciences
Jefri Romdony
Faculty of Economics and Business, Swadaya Gunung Jati University, Cirebon
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Influence Live Shopping And Affiliate Marketing On Impluse Buying On Tiktok Shop Application Muhammad Burhanudin; Misbak Misbak; Jefri Romdony
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2473

Abstract

This study aims to analyze the effect of Live Shopping and Affiliate Marketing on Impulse Buying behavior among active Tiktok users. Using a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from 150 respondents dominated by young consumers aged 17–24 years, consisting mainly of students and university learners. The results of the direct effect hypothesis testing show that: (1) Live Shopping has a positive and significant effect on Impulse Buying with an original sample value of 0.376, supported by a t-statistic of 4,696 (>1.96) and a p-value of 0.000 (<0.05), indicating that H1 is accepted; (2) Affiliate Marketing has a strong positive and significant effect on Impulse Buying with an original sample value of 0.718, supported by a t-statistic of 8.911 (>1.96) and a p-value of 0.000 (<0.05), confirming that H2 is accepted; and (3) Live Shopping and Affiliate Marketing simultaneously have a significant effect on Impulse Buying, supported by a combined t-statistic of 7.319 (>1.96) and a p-value of 0.000 (<0.05), indicating that H3 is accepted. The findings confirm that interactive live promotional features and creator-based recommendation strategies effectively stimulate impulsive purchase decisions among young digital consumers. This study provides theoretical and practical contributions by emphasizing the importance of real-time engagement and social-persuasive marketing synergy in shaping impulse buying responses on e-commerce platforms
Co-Authors Misbak Misbak Muhammad Burhanudin