PENGARUH LIVE SHOPPING DAN FLASH SALE TERHADAP IMPLUSIVE BUYING PADA MARKETPLCE TIKTOKSHOP (Mahasiswa Prodi Manajemen Angkatan 2022 Universitas Muhammadiyah Metro)

Authors

  • Dwi Reza Fadilla Universitas Muhammadiyah Metro
  • Fitriani Fitriani Universitas Muhammadiyah Metro
  • Durotun Nasikah Universitas Muhammadiyah Metro
  • Ratmono Ratmono Universitas Muhammadiyah Metro

DOI:

https://doi.org/10.24127/jf.v8i2.2684

Keywords:

Live shopping, Flash sale, Impulsive Buying, TikTokShop

Abstract

Penelitian ini bertujuan untuk mengetahui apakah Live shopping berpengaruh secara parsial terhadap Implusive buying,untuk mengetahui apakah Flash sale berpengaruh secara parsial terhadap Implusive Buying, dan untuk mengetahui apakah Live shopping dan Flash sale berpengaruh secara simultan terhadap Implusive Buying. Sampel penelitian ini adalah mahasiswa Prodi Manajemen Angkatan 2022 FEB Universitas Muhammadiyah Metro sebanyak 120 orang.Pengumpulan data menggunakan kuesioner, dan analisis data menggunakan Uji Validitas, Uji Reabilitas, Uji Normalitas, Uji Linieritas, Uji Homogenitas, Analisis Regresi Linier Berganda, Uji T, Uji F, dan Uji R2 Koefisien Determinasi dengan menggunakan program (SPSS). Hasil penelitian menunjukkan bahwa Live shopping berpengaruh secara parsial terhadap Impulsive Buying, Flash sale berpengaruh secara parsial terhadap Impulsive Buying, secara simultan, Live shopping dan Flash sale memiliki pengaruh yang signifikan terhadap Impulsive Buying.

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Published

2025-11-19

Issue

Vol. 8 No. 2 (2025): NOVEMBER

Section

Articles

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