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Nur Wahyunianti Dahri
Universitas Muhammadiyah Mamuju
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Pengaruh Shopping Lifestyle Dan Live Streaming Terhadap Impulse Buying Pada E-Commerce Tiktok Shop (Generasi Milenial Di Kabupaten Mamuju) Maulidya, Maulidya; Dahri, Nur Wahyunianti; Sibgatullah, Muhammad
Journal of Management Branding Vol. 3 No. 1 (2026): Journal Of Management Branding
Publisher : Pascasarjana Universitas Muhammadiyah Mamuju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71326/jmb.v3i1.103

Abstract

This study aims to analyze the influence of shopping lifestyle and live streaming on impulse buying among millennial users of TikTok Shop e-commerce in Mamuju Regency. This research employed a quantitative method with an associative approach. The population consisted of 288,382 people, and a sample of 100 respondents was determined using Slovin’s formula with purposive sampling, based on the criteria of millennial generation (aged 29–44 years) who are TikTok Shop users residing in Mamuju Regency. Data were collected through observation, interviews, documentation, and questionnaires. The data were analyzed using multiple linear regression, partial test (t-test), simultaneous test (F-test), and the coefficient of determination (R²). The results showed that shopping lifestyle had a significant partial effect on impulse buying (t-value  2.672 > t-table  1.985; sig. 0.009 < 0.05). Live streaming also had a significant partial effect on impulse buying (t-value  3.664 > t-table  1.985; sig. 0.000 < 0.05). Simultaneously, both shopping lifestyle and live streaming significantly affected impulse buying (F-value  23.194 > F-table  3.090; sig. 0.000 < 0.05), with a contribution of 32.4%. These findings indicate that although shopping lifestyle and live streaming play a role in shaping impulse buying behavior, their overall contribution is relatively low. Further research is strongly recommended to explore the remaining 67.6% of other factors that were not identified in this study but may influence impulse buying among millennial TikTok Shop users in Mamuju Regency.
Co-Authors Agus Halim Anisa Anisa Ardyansah, Ardyansah Badani, M. Iqbal Barung, Rachmat Burung, Rachmat Candra Damayanti, Afriya Denraunga, Denraunga Desi Ratnasari Erwin, Muh. Ferils, Muh Hajira Hajira, Hajira Haq, Andi Rafli Hari Yeni Hastina, Hastina Heru Kurnianto Tjahjono Imran Imran Junaeda, Junaeda M Said Abdullah Mashitah Syam Masyitah Febrianti Hamzah Maulidya, Maulidya Mohsin Shaikh Muh. Ferils Muhammad Aqil Muhammad Aqil Muhammad Arsyad Muhammad Ilhamuddin Dahri Muhammad Riswandi Ramlan Mu’fidatul Nurul Hajjad Nurbaya Nurbaya, Nurbaya Nurfaidah Nurhaerani Tenriwaru Nurmiati Puspita, Retno Ayu Ramli S Ramli S, Ramli S Rasyid, Rohsita Amalyah S, Ramli Saipul, Saipul Sibgatullah, Muhammad Sukirman Sukirman Syahid, Nurul Thifany Syaiful Anwar Ulfa, Aulia Wulan Purnama Said Zulkarnaen, Rofi