Pengaruh Live Streaming, Flash Sale, dan Online Customer Review terhadap Perilaku Impulse Buying pada Pengguna TikTok Shop di Kota Medan
Keywords:
Live StreamingFlash SaleOnline Customer ReviewImpulse BuyingTikTok ShopAbstract
Penelitian ini bertujuan menganalisis pengaruh live streaming, flash sale, dan online customer review terhadap perilaku impulse buying pada pengguna TikTok Shop di Kota Medan. Metode yang digunakan adalah pendekatan kuantitatif asosiatif dengan 100 responden yang dipilih melalui teknik purposive sampling menggunakan rumus Lemeshow. Data dikumpulkan melalui kuesioner tervalidasi dan dianalisis menggunakan regresi linear berganda, uji asumsi klasik, uji t, uji F, dan koefisien determinasi (R²) dengan bantuan SPSS versi 30. Hasil penelitian menunjukkan bahwa secara parsial live streaming berpengaruh negatif signifikan (β = −0,245; t = −2,781; sig. = 0,007), sedangkan flash sale berpengaruh positif dan signifikan (β = 0,937; t = 22,630; sig. = 0,000), dan online customer review berpengaruh positif dan signifikan (β = 0,205; t = 2,842; sig. = 0,005) terhadap impulse buying. Secara simultan, ketiga variabel berpengaruh signifikan (F = 172,087; sig. < 0,001) dengan nilai R² = 0,843, yang berarti 84,3% variasi impulse buying dapat dijelaskan oleh model penelitian ini.
Kata Kunci: Live StreamingFlash SaleOnline Customer ReviewImpulse BuyingTikTok Shop
This study aims to analyze the influence of live streaming, flash sale, and online customer review on impulse buying behavior among TikTok Shop users in Medan City. A quantitative associative approach was employed with 100 respondents selected through purposive sampling using the Lemeshow formula. Data were collected via validated questionnaires and analyzed using multiple linear regression, classical assumption tests, t-test, F-test, and the coefficient of determination (R²) with SPSS version 30. Results indicate that partially, live streaming has a negative and significant effect (β = −0.245; t = −2.781; sig. = 0.007), while flash sale has a positive and significant effect (β = 0.937; t = 22.630; sig. = 0.000), and online customer review has a positive and significant effect (β = 0.205; t = 2.842; sig. = 0.005) on impulse buying. Simultaneously, the three variables have a significant combined effect (F = 172.087; sig. < 0.001) with R² = 0.843, indicating that 84.3% of the variance in impulse buying is explained by this research model.
Keywords: Live StreamingFlash SaleOnline Customer ReviewImpulse BuyingTikTok Shop
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