Nadya Rizqia, . (2025) PENGARUH LIVE STREAM, FLASH SALE, DAN CASHBACK TERHADAP IMPULSE BUYING KONSUMEN TIKTOK SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the influence of three independent variable Live Stream, Flash Sale, and Cashback on consumers’ Impulse Buying behavior on TikTok Shop. A quantitative approach was employed, combining descriptive-analytic techniques to present respondent characteristics and inferential analysis using SmartPLS version 4 through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The population of this research consists of TikTok users aged 17 years and above who reside or conduct activities in Jakarta and have purchased products through live stream, flash sale, and cashback features on TikTok Shop within the past month. A total of 155 respondents were selected using a non-probability sampling technique. Data collection was carried out by distributing a Google Form questionnaire via social media. The results of the analysis indicate that (1) live stream has a positive and significant effect on impulse buying, (2) flash sale has a positive and significant effect on impulse buying, and (3) cashback has a positive and significant effect on impulse buying. These findings suggest that digital marketing strategies involving real-time interaction, time-limited promotions, and financial incentives can effectively stimulate impulsive purchasing behavior among TikTok Shop consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111211] [Pembimbing/Penguji II : Alfatih Manggabarani] [Penguji I : Princhita Nabila Maram Pahlawani] [Ketua Penguji : Anastasia Bernadin Dwi Mardiatmi] |
| Uncontrolled Keywords: | Live Stream, Flash sale, Cashback, Impulsive Buying. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NADYA RIZQIA |
| Date Deposited: | 17 Mar 2026 01:42 |
| Last Modified: | 17 Mar 2026 01:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41711 |
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