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All Journal JURNAL LENTERA BISNIS
Muslikha Irbah Zakiyah
Universitas Nahdlatul Ulama Sidoarjo
Economics, Econometrics & Finance Social Sciences

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PENGARUH LIVE STREAMING, FLASH SALE, DAN DOUBLE DAYS PROMOTION TERHADAP IMPULSIVE BUYING PADA PENGGUNA TIKTOK SHOP Muslikha Irbah Zakiyah; M. Mustaqim; Achmad Zaki; Cynthia Eka Violita
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1450

Abstract

Digital technology advancements have significantly changed the e-commerce industry, particularly with the advent of interactive services like live streaming on TikTok. This studys aims to determine whether live streaming, flash sales, and double days promotions have a direct effect on consumer impulse purchases at TikTok Shop. This study employs a quantitative methodology. A total of 180 respondents who are active TikTok Shop users in Sidoarjo have filled out a questionnaire to provide data, which was then analyzed using SPSS. In this study, it was found that Live Streaming variable has no influence on Impulsive Buying. This is because live streaming is not strong enough to drive impulse purchases without attractive promotions. On the other hand, the Double Days Promotion and Flash Sale variables have a positive and significant effect on Impulsive Buying. This proves that flash sales and urgency-based promotional tactics can stimulate impulse purchases. These results provide insight for marketers to optimize promotional strategies on TikTok Shop to increase sales conversions.
Co-Authors Achmad Zaki Cynthia Eka Violita M. Mustaqim