Pengaruh Live Streaming, Flash Sale, Dan Hedonic Shopping Motivation Terhadap Impulsive Buying - Ramadhani, Laili Nur; Nugroho, Dian Ari (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2024)
The objective of this research is to identify the effects of live streaming, flash sale, and hedonic shopping motivation on the impulsive buying behavior of TikTok users in Surabaya. The samples of this quantitative explanatory research were selected using non probability sampling method and purposive sampling technique. With the criteria of people within the age range of 18 to 24 years who live in Surabaya and have made any purchase through TikTok Shop, 200 of them were selected as the respondents. The Statistical Package for Social Sciences (SPSS) version 25 was used to conduct validity, reliability, and classical assumption tests. The results of the hypothesis testing using F test and t-test have led to findings that the three independent variables, i.e., live stream, flash sale, and hedonic shopping motivation, have significant effects on impulsive buying among TikTok Shop service users. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh live streaming, flash sale, dan hedonic shopping motivation terhadap impulsive buying (studi pada pengguna aplikasi tiktok di Kota Surabaya). Jenis penelitian in adalah explanatory research dengan metode kuantitatif. Penelitian ini menggunakan sampel sebanyak 200 responden. Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini dengan rentang usia 18-24 tahun, pernah melakukan pembelian pada Tiktok Shop, dan berdomisili di Surabaya. Penelitian ini menggunakan program Statistical Package for the Social Sciences (SPSS) versi 25 untuk melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji F dan uji t. Dari hasil penelitian dapat disimpulkan bahwa terdapat tiga variabel dependen yaitu live streaming, flash sale, dan hedonic shopping motivation yang masing-masing memiliki pengaruh secara signifikan terhadap impulsive buying pengguna layanan Tiktok Shop