<![CDATA[The development of social commerce platforms such as TikTok Shop has significantly changed consumer shopping behavior, particularly in encouraging impulse buying. This study aims to analyze the effect of Live Shopping, Influencer, and Online Customer Review on Impulse Buying behavior of consumers on the TikTok Shop platform in Palembang City. This research employs a quantitative approach using a survey method. The sampling technique used was purposive sampling, with a total of 150 respondents who are TikTok Shop users in Palembang City. Data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results show that partially Live Shopping, Influencer, and Online Customer Review each have a positive and significant effect on Impulse Buying. Among the independent variables, Influencer has the most dominant influence on consumer impulse buying behavior. Simultaneously, Live Shopping, Influencer, and Online Customer Review have a significant effect on Impulse Buying, with a coefficient of determination (R²) value of 0.532, indicating that 53.2% of the variation in impulse buying behavior can be explained by the three independent variables, while the remaining 46.8% is influenced by other factors outside this study. The findings of this study are expected to contribute to the development of marketing management theory, particularly in the context of digital marketing and social commerce, and to provide practical insights for sellers, influencers, and the TikTok Shop platform in designing effective marketing strategies to stimulate consumer impulse buying.]]>
