Determinan Pembelian Impulsif Mahasiswa Pengguna Tiktok Shop Produk Avoskin di Universitas Bhayangkara Jakarta Raya
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Abstract
This study aims to analyze the factors influencing impulsive purchases of Avoskin products on TikTok Shop among students at Bhayangkara University, Jakarta Raya. The main focus of this research is to identify the extent to which live streaming, flash sales, price discounts, and hedonic shopping motivation affect impulsive buying behavior. This research uses a quantitative descriptive method with data collection through a questionnaire distributed to 100 respondents selected using the Non-Probability Sampling method with purposive sampling technique, choosing respondents who meet specific criteria. The collected data was then analyzed using the IBM SPSS 25 program. The results show that the live streaming and price discount variables did not have a significant effect and had a negative influence on impulsive buying. In contrast, the flash sale and hedonic shopping motivation variables were found to have a positive and significant effect on impulsive purchases of Avoskin products. These findings provide insights into the factors that may influence impulsive buying decisions on e-commerce platforms, particularly TikTok Shop.
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