Pengaruh Strategi Promosi (Live Streaming ), Word of Mouth (Online Review Customer), dan Product Bundling terhadap Impulse Buying di Tiktok Shop
DOI:
https://doi.org/10.58192/wawasan.v3i4.5073Keywords:
Impulse Buying, Live Streaming, Online Review Customer, Product Bundling, TikTok ShopAbstract
The development of digital tecnhology and social commerce through TikTok Shop has encouraged the increasing phenomenon of impulse buying behavior. This phenomenon is supported by live streaming promotional strategies that are able to encourage consumers to make spontaneous purchases without prior planning. This study aims to analyze the influence of promotional strategies (live streaming), word of mouth (online review customer), and product bundling on impulse buying on TikTok Shop. This research employed a quantitative approach using a survey method through online questionnaires (Google Forms). This sampling technique used was purposive sampling, involving consumers who use TikTok Shop, with a total sample of 125 respondents. Data were analyzed using multiple linear regression with SPSS version 25. The results of this study tested three hypotheses and found that one hypothesis, namely word of mouth (online review customer), had no significant effect on impulse buying. Meanwhile, the other two hypotheses, promotional strategies (live streaming) and product bundling, had a significant effect on impulse buying. The findings indicate that live streaming featurs and product bundling are the main stimuli that encourage impulse buying behavior on TikTok Shop, with product bundling being the most dominant factor influencing impulse buying.
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