Pengaruh Live Streaming Tiktok Terhadap Perilaku Pembelian Impulsif Pada Mahasiswa Fakultas Ekonomi Universitas Pasir Pengaraian

Capeg Hadmandho, Triyani and Arianti Putri, Endah and 'Aini, Yulfita and Christya Rahayu, Heffi Pengaruh Live Streaming Tiktok Terhadap Perilaku Pembelian Impulsif Pada Mahasiswa Fakultas Ekonomi Universitas Pasir Pengaraian. Balance: Jurnal Akuntansi dan Manajemen, 4 (2). pp. 806-815. ISSN 2029-2138

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Abstract

This study aims to analyze the effect of TikTok live streaming on impulsive buying behavior among students of the Faculty of Economics, Universitas Pasir Pengaraian. A quantitative method was applied using a survey of 60 respondents selected through simple random sampling. Data were analyzed using multiple linear regression, including classical assumption tests and hypothesis testing. The results show that TikTok live streaming significantly influences impulsive buying behavior, with a significance value of 0.001 and a t-value of 3.542. The coefficient of determination (R²) is 0.105, indicating that live streaming explains 10.5% of the variance in impulsive buying behavior. These findings suggest that real-time interaction between sellers and consumers through TikTok's live feature can trigger unplanned purchases. This research contributes to the development of more effective digital marketing strategies based on social commerce and serves as a foundation for future studies with broader variables and populations.

Item Type: Article
Subjects: Dewey decimal Classification Subject Areas > 300 Ilmu Sosial > 330 - 339 Ilmu Ekonomi > 330 Econmics/Ilmu Ekonomi
Divisions: Fakultas Ekonomi > Program Studi Manajemen
Depositing User: Dr. Heffi Christya Rahayu, SE., M.Si.
Date Deposited: 14 Jul 2025 04:02
Last Modified: 14 Jul 2025 04:02
URI: http://repository.upp.ac.id/id/eprint/2647

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