Pengaruh Live Streaming Tiktok Terhadap Perilaku Pembelian Impulsif Pada Mahasiswa Fakultas Ekonomi Universitas Pasir Pengaraian

Triyani Capeg Hadmandho; Endah Arianti Putri; Yulfita ‘Aini; Heffi Christya Rahayu

doi:10.59086/jam.v4i2.923

Authors

Triyani Capeg Hadmandho Universitas Pasir Pengaraian
Endah Arianti Putri Universitas Pasir Pengaraian
Yulfita ‘Aini Universitas Pasir Pengaraian
Heffi Christya Rahayu Universitas Pasir Pengaraian

DOI:

https://doi.org/10.59086/jam.v4i2.923

Keywords:

live streaming, pembelian impulsif, tiktok

Abstract

enelitian ini bertujuan untuk menganalisis pengaruh live streaming TikTok terhadap perilaku pembelian impulsif pada mahasiswa Fakultas Ekonomi Universitas Pasir Pengaraian. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei terhadap 60 responden yang dipilih melalui teknik simple random sampling. Data dianalisis menggunakan regresi linier berganda dengan uji asumsi klasik dan uji hipotesis. Hasil penelitian menunjukkan bahwa live streaming TikTok berpengaruh signifikan terhadap perilaku pembelian impulsif, dengan nilai signifikansi sebesar 0,001 dan nilai t hitung sebesar 3,542. Koefisien determinasi (R²) sebesar 0,105 menunjukkan bahwa variabel live streaming menjelaskan 10,5% variansi dalam perilaku pembelian impulsif. Temuan ini mengindikasikan bahwa interaksi real time antara penjual dan konsumen melalui fitur live TikTok mampu memicu pembelian tanpa perencanaan. Penelitian ini memberikan kontribusi terhadap pengembangan strategi pemasaran digital yang lebih efektif berbasis social commerce, serta menjadi dasar bagi penelitian lanjutan dengan cakupan variabel dan populasi yang lebih luas.

This study aims to analyze the effect of TikTok live streaming on impulsive buying behavior among students of the Faculty of Economics, Universitas Pasir Pengaraian. A quantitative method was applied using a survey of 60 respondents selected through simple random sampling. Data were analyzed using multiple linear regression, including classical assumption tests and hypothesis testing. The results show that TikTok live streaming significantly influences impulsive buying behavior, with a significance value of 0.001 and a t-value of 3.542. The coefficient of determination (R²) is 0.105, indicating that live streaming explains 10.5% of the variance in impulsive buying behavior. These findings suggest that real-time interaction between sellers and consumers through TikTok's live feature can trigger unplanned purchases. This research contributes to the development of more effective digital marketing strategies based on social commerce and serves as a foundation for future studies with broader variables and populations.

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