Pengaruh Promosi Diskon dan Voucher Gratis Ongkir pada Live Streaming TikTok Terhadap Impulse Buying Melalui Komunikasi Marketing
Keywords:
Online Shopping, TikTok Live Streaming, Digital Marketing, PromotionAbstract
This study is expected to broaden the understanding and knowledge of consumer behavior in making impulsive purchases through digital platforms, particularly during live streaming on TikTok. Online shopping, especially through TikTok live streaming, has become one of the most frequently used and trending platforms across all age groups. This research adopts a quantitative approach using a survey method by distributing questionnaires to 395 respondents who were selected purposively. The data was analyzed using SmartPLS 3.0 to demonstrate the significant influence between variables. Discount promotions and free shipping vouchers significantly influence impulse buying behavior during live streaming purchases on TikTok. Discount promotions not only have a direct impact but also indirectly affect impulse buying through effective marketing communication as a mediating variable.
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