THE EFFECT OF LIVE STREAMING AND PRODUCT BUNDLING ON IMPULSE BUYING DECISIONS FOR GLAD2GLOW PRODUCTS ON THE TIKTOK SHOP APPLICATION IN BOGOR REGENCY

Novita Ulan Dari
B.Retno Pratiwi Sakti

Journal Informatic, Education and Management (JIEM)
Vol 8 No 2 (2026): AUGUST

The development of digital technology has changed consumer behavior , especially in online shopping through social media . TikTok Shop utilizes live streaming and product bundling features as marketing strategies to attract consumer interest . Real-time interaction through live streaming and bundling offers are considered capable of encouraging impulsive buying behavior . This study aims to analyze the influence of live streaming and product bundling on impulsive buying decisions for Glad2Glow products on TikTok Shop in the Bogor Regency community . The study used a quantitative approach with a survey method of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using validity , reliability , hypothesis testing , and linear analysis . The results of the study are expected to contribute to the development of digital marketing science and become a reference for effective marketing strategies for business actors .