The Effect of Live Stream Shopping, Celebrity Endorsement, and Flash Sale on The Impulse Buying of TikTok Shop Consumers (Perceived Enjoyment as a Moderating Variable)

Siwa, Asril Saputra (2023) The Effect of Live Stream Shopping, Celebrity Endorsement, and Flash Sale on The Impulse Buying of TikTok Shop Consumers (Perceived Enjoyment as a Moderating Variable). Jurnal thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.

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Abstract

The shift from traditional retail to online shopping portals makes consumers more dynamic and complex. Most of the online transaction purchases made by consumers are forms of impulse purchases. E-impulse buying has been successful in attracting marketing strategists and decision makers. This is considered as one of the latest phenomena for the industry and companies in increasing sales volume and generating increased revenue. Impulse buying is a decision to buy that is not planned for both product and service purchases. The influence of consumers suddenly buying a product can be caused by promotions being carried out. This study aims to analyze external and internal factors that can increase impulsive purchases among TikTok Shop consumers. Factors in this external research are live stream shopping, celebrity endorsements, and flash sales, while the internal factor is perceived pleasure which acts as a moderator. Test analysis in this study uses the SPSS method with primary data sources obtained from distributing questionnaires to consumers who have made online purchases at the TikTok Shop. Data processing uses SPSS software and tests carried out include instrument testing, classical assumption testing, model testing and hypothesis testing. The results of this study indicate that live stream shopping has a positive effect, celebrity endorsements, and flash sales have a positive effect on impulsive buying, while perceived pleasure cannot moderate the effect of live stream shopping, celebrity endorsements, and flash sales on impulsive buying.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number SIW T 589/2023
Uncontrolled Keywords: Impulsive buying, live stream shopping, celebrity endorsement, flash sale, perceived enjoyment, dan tiktok shop.
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 12 Oct 2023 07:57
Last Modified: 13 Oct 2023 02:58
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/1964

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