Putri, Salsa Dila (2026) Pengaruh Live Streaming Shopping dan Flash Sale Terhadap Pembelian Impulsif Konsumen Generasi Z Pengguna TikTok Shop Di Wilayah Bekasi. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
Salsa Dila Putri (41183402220110)
The Influence of Live Streaming Shopping and Flash Sale on Impulsive Buying
among Generation Z Consumers Using TikTok Shop in the Bekasi Area.
viii + 97 pages + 25 tables + 4 figures + 17 appendices, 2026
Keywords: Live Streaming Shopping, Flash Sale, Impulsive Buying, Generation Z,
TikTok Shop
This study aims to examine the influence of live streaming shopping and flash sale
on the impulsive buying behavior of Generation Z consumers using TikTok Shop in
the Bekasi area. A quantitative approach with a causal-associative research design
was applied. Data were collected through an online questionnaire completed by
150 respondents aged 18–29 years who lived in the Bekasi area and had previously
purchased products through TikTok Shop. The respondents were selected using
purposive sampling. The data were analyzed using Partial Least Squares–
Structural Equation Modeling (PLS-SEM) with the help of SmartPLS version
4.1.1.8.
The results show that live streaming shopping has a positive and significant effect
on impulsive buying, as indicated by a coefficient of 0.355, a t-statistic of 2.404,
and a p-value of 0.008. Flash sale also has a positive and significant effect on
impulsive buying, with a coefficient of 0.479, a t-statistic of 3.310, and a p-value
below 0.001. The R² value of 0.595 indicates that both variables explain 59.5% of
the variation in impulsive buying.
Therefore, live streaming shopping and flash sale can encourage impulsive buying
among Generation Z TikTok Shop users in the Bekasi area. Consumers are advised
to consider their needs and financial condition before making a purchase, while
business owners should present promotional offers clearly and transparently.
References: 47 sources (1968–2026)
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Khatimah, Husnul 0401127305 |
| Keywords / Kata Kunci: | Kata Kunci: Live Streaming Shopping, Flash şale, Pembelian Impulsif, Generasİ Z, TikT0k Shop |
| Subjects: | Manajemen Pemasaran |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Ms. Salsa Dila Putri |
| Date Deposited: | 30 Oct 2026 06:50 |
| Last Modified: | 30 Oct 2026 06:50 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11139 |
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