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All Journal JURNAL MANAJEMEN MOTIVASI
Septia Rizki Adfia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Live Streaming, Flash Sales, and Positive Emotions on Impulse Buying Among Generation Z Users of the TikTok Shop App Septia Rizki Adfia; Arini Hidayah; Erny Rachmawati; Hengky Widhiandono
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9281

Abstract

This study examines the effects of live streaming, flash sales, and positive emotion on impulse buying among Generation Z TikTok Shop users in Purwokerto. Using a quantitative approach, data from 110 respondents selected through purposive sampling were analysed using SEM-PLS with SmartPLS 4.0. The results show that live streaming (β=0.370), flash sales (β=0.280), and positive emotion (β=0.243) positively and significantly influence impulse buying, explaining 57.6% of its variance. Live streaming is the strongest predictor. These findings imply that TikTok Shop sellers should prioritise interactive live streaming and attractive time-limited promotions to stimulate impulse purchases.
Co-Authors Arini Hidayah Erny Rachmawati Hengky Widhiandono, M.Si. S.E.