Faktor Determinan yang Mempengaruhi Keputusan Pembelian Impulsif pada Media Live Streaming Tiktok

Abstract

This study aims to determine the effect of Time Pressure, Price Promotion, Visual Appeal and Interactivity variables on impulsive buying decisions on Live streaming media on Tiktok. This study uses a descriptive quantitive approach. The sampling technique use was purposive sampling by distributing questionnares to 107 customers who had purchased on Live Streaming Media on Tiktok. This research uses structural equation modeling partial least square. This study gives the results that: (1) Time Pressure has a significant positive affect on impuLive buying decisions on Live streaming media on Tiktok. (2) Price Promotion has a signifficant positive effect on impuLive buying decisions on Live streaming media on Tiktok. (3) Visual Appeal has a signifficant positive effect on impuLive buying decisions on Live streaming media on Tiktok. (4) Interacitivity has a positive and not significant has a signifficant positive effect on impulsive buying decisions on Live streaming media on Tiktok.