PENGARUH LIVE STREAMING, POTONGAN HARGA DAN ENDORSEMENT TERHADAP IMPULSE BUYING PADA PENGGUNA APLIKASI TIKTOK DI KOTA PONTIANAK

Abstract

Abstrak

This research aims to determine the effect of live streaming, discounts and endorsements on impulse buying among Tiktok application users in Pontianak. This research is a form of associative research with a quantitative approach. The facts in this research use quantitative research in the form of statistics. The sources of data and facts obtained from this research are secondary and primary data. Researchers used questionnaires and interviews in collecting data. The variables used in this research are the independent variable and the dependent variable to be studied. The independent variables used in this research are live streaming, discounts, and endorsements. Then the dependent variable is impulse buying. Based on the sampling technique using the purposive sampling method, a sample of 100 people was obtained. The data collection technique uses a questionnaire using a Likert scale. The analysis techniques used are descriptive analysis, data instrument tests, classical assumption tests, and multiple linear regression tests.

This research shows that live streaming has a positive and significant effect on impulse buying. Then the results of this research show that price discounts have a positive and significant effect on impulse buying. Furthermore, finally, the results of this research show that endorsements have a positive and significant effect on impulse buying.

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