ManBiz: Journal of Management and Business
Vol. 5 No. 1 (2026): ManBiz: Journal of Management and Business

Pengaruh Durasi Live, Interaksi Live, dan Keterlibatan Emosional terhadap Pembelian Implusif pada Konsumen TikTok Generasi Z

Pangestu, Zaki Pandu (Unknown)
Nurwibowo, Fajar (Unknown)
Triwibowo, Rony (Unknown)

Article Info

Publish Date
25 Mar 2026

Abstract

The development of social commerce is acting as a catalyst for transformations in consumer purchasing habits, with the strongest impact observed among Generation Z consumers, who actively use TikTok. The live streaming feature not only functions fas a promotional tool but also creates interactive and emotional experiences that can trigger impulsive purchases. This study seeks to assess the effect of TikTok live-streaming duration on Generation Z. The study useduUsing a quantitative research design that integrates survey data with multiple linear regression techniques. The results show that live duration and live interactions have practical implications for digital business actors in optimizing live streaming strategies as an effective marketing tool.

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Journal Info
ManBiz: Journal of Management and Business
Website

Abbrev

manbiz

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Religion Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

Description

ManBiz: Journal of Management and Business is a peer-reviewed national journal on Management, Islamic Management, Economics, Financen and Business by Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in cooperation with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic ...