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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Ulsatunnisa, Ulsatunnisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS LIVE STREAMING, FLASH SALE DAN E-WOM DALAM MENDORONG PERILAKU IMPULSIVE BUYING PRODUK SKINCARE SKINTIFIC PADA PLATFORM TIKTOK SHOP Ulsatunnisa, Ulsatunnisa; Oktoriza, Linda Ayu; Safitri, Maria; Nuryanto, Imam
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5816

Abstract

This study aims to analyze the influence of Live Streaming, Flash Sale, and E-WOM on impulsive buying behavior on Skintific skincare products on the TikTok Shop platform. This study uses a quantitative approach, with the population being students of the Management Study Program at Dian Nuswantoro University. The sample was selected using a non-probability sampling technique with a purposive sampling method, and this study involved 98 respondents. The study results show that the third variable, namely Live Streaming, Flash Sale, and E-WOM, significantly influence impulsive buying behavior simultaneously and partially. The conclusion of this study contributes to the digital marketing literature while providing practical recommendations for e-commerce business actors to optimize these marketing elements in increasing sales.
Co-Authors Imam Nuryanto Oktoriza, Linda Ayu Safitri, Maria