JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Influence of Live Streaming, Flash Sales, and Positive Emotions on Impulse Buying Among Generation Z Users of the TikTok Shop App

Septia Rizki Adfia (Unknown)
Arini Hidayah (Unknown)
Erny Rachmawati (Unknown)
Hengky Widhiandono (Unknown)

Article Info

Publish Date
20 Aug 2026

Abstract

This study examines the effects of live streaming, flash sales, and positive emotion on impulse buying among Generation Z TikTok Shop users in Purwokerto. Using a quantitative approach, data from 110 respondents selected through purposive sampling were analysed using SEM-PLS with SmartPLS 4.0. The results show that live streaming (β=0.370), flash sales (β=0.280), and positive emotion (β=0.243) positively and significantly influence impulse buying, explaining 57.6% of its variance. Live streaming is the strongest predictor. These findings imply that TikTok Shop sellers should prioritise interactive live streaming and attractive time-limited promotions to stimulate impulse purchases.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...