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All Journal Indonesian Journal of Business Analytics (IJBA)
Alifia Salsabila Putri
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Live Streaming, E-Wom, and Discounts on Impulsive Buying of Skincare Products at Tiktok Shop Alifia Salsabila Putri; Claudya Marceline; Alawiahtul Aeni; Yono Maulana
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9369

Abstract

The development of TikTok Shop has created a trend for interactive and easy online shopping. This has an impact on increasing impulse buying behavior, especially for skincare products. This research aims to determine the influence of live streaming, E-WOM, and discounts on impulse purchasing behavior for skincare products at the TikTok Shop. This research uses a quantitative approach with a causal design. The sampling technique used non-probability and purposive sampling with a total of 126 TikTok Shop users. The data obtained was analyzed using SmartPLS. The results of this research show that live streaming, E-WOM, and discounts have a positive and significant influence on impulse purchases of skincare products at the TikTok Shop. Based on the findings of this research, sellers are advised to collaborate with influencers, develop a strong E-WOM strategy, and implement discount strategies to maximize sales
Co-Authors Alawiahtul Aeni Claudya Marceline Yono Maulana