THE EFFECT OF TIKTOK LIVE HOST INTERACTION, VIEWING INTENSITY, AND PROMOTION ON IMPULSE PURCHASES OF SKINTIFIC PRODUCTS ON TIKTOK SHOP

Khurrotul Lutfiyah (Muhammadiyah University of Sidoarjo, Indonesia)
Rendy Adi Saputra (Muhammadiyah University of Sidoarjo, Indonesia)
Mochamad Rizal Yulianto (Muhammadiyah University of Sidoarjo, Indonesia)
Alshaf Pebrianggara (Muhammadiyah University of Sidoarjo, Indonesia)
Bayu Hari Prasojo (Muhammadiyah University of Sidoarjo, Indonesia)

International Journal of Economic Integration and Regional Competitiveness
Vol. 3 No. 7 (2026): International Journal of Economic Integration and Regional Competitiveness

Objective: The purpose of this study is to demonstrate that host interaction, viewing intensity, and promotions influence impulsive purchases of Skintific products on TikTok Shop. Method: This study employs a quantitative approach, with data collected via a questionnaire. The data analysis method used is Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The results indicate that host interaction, viewing intensity, and promotions positively and significantly influence impulsive purchasing. This suggests that stronger host communication, more frequent viewing exposure, and more attractive promotions increase the likelihood of consumers making spontaneous purchases. Novelty: Therefore, optimizing live-streaming interaction, audience engagement, and real-time promotional strategies can be prioritized to improve impulsive sales performance.