Pengaruh Live Streaming Marketing, Influencer Credibility, dan Price Perception terhadap Impulse Buying pada Pengguna Tiktok Shop di Yogyakarta
DOI:
https://doi.org/10.58192/wawasan.v4i1.4811Keywords:
Influencer Credibility, Impulse Buying, Live Streaming Marketing, Price Perception, TikTokAbstract
This quantitative study aims to analyze the effect of Live Streaming Marketing, Influencer Credibility, and Price Perception on Impulse Buying behavior among 106 TikTok Shop users in the Special Region of Yogyakarta. The rapid development of social commerce platforms such as TikTok Shop has changed consumer purchasing behavior, particularly in relation to impulsive buying decisions influenced by digital marketing strategies. The research employed a quantitative approach using multiple linear regression analysis with SPSS 31 as the data analysis tool. The results indicate that, partially, Live Streaming Marketing and Price Perception do not have a significant effect on Impulse Buying behavior. In contrast, Influencer Credibility is proven to have a positive and significant partial effect on Impulse Buying, showing that trusted influencers play an important role in shaping consumer decisions. However, the simultaneous test results reveal that Live Streaming Marketing, Influencer Credibility, and Price Perception collectively have a significant influence on Impulse Buying behavior. These findings suggest that although not all variables are significant individually, their combined effect remains important in explaining consumer impulsive purchase behavior in live commerce environments. This study provides insights for marketers to optimize influencer strategies effectively.
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