The Effect of Live Streaming and Price Promotion on Impulsive Buying among Digital Business Students Class of C Sore 2024 at Universitas Satya Terra Bhinneka Platform TikTok Shop
Keywords:
Strategi Bisnis Digital, E-Commerce, Live Streaming, Digital BusinessAbstract
Introduction/Main Objectives: The rapid growth of live-commerce platforms has introduced live streaming and price promotion as key marketing tools that may trigger impulsive purchasing behavior among digital consumers. This study examines the effect of Live Streaming and Price Promotion on Impulsive Buying among Digital Business students. Background Problems: It remains unclear whether live streaming content and price-based incentives significantly drive impulsive buying among student consumers, both partially and simultaneously. Novelty: Unlike prior studies focusing on large-scale e-commerce platforms, this study applies the Stimulus-Organism-Response (S-O-R) framework within a smaller, purposively sampled student population. Research Methods: This study employs a quantitative associative approach using purposive sampling of 27 respondents who had watched live streaming shopping and made online purchases. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, preceded by validity (Pearson correlation), reliability (Cronbach's Alpha), and classical assumption tests. Finding/Results: Live Streaming and Price Promotion showed no significant partial effect on Impulsive Buying (Sig. 0.123 and 0.073), but a significant simultaneous effect (Sig. 0.002), explaining 39.8% of its variance, with Price Promotion contributing more (21.9%) than Live Streaming (17.9%). Conclusion: Live Streaming and Price Promotion drive impulsive buying jointly rather than individually, suggesting marketers should integrate engaging content with competitive pricing. Larger, more diverse samples are recommended for future research
References
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