%D 2024
%T PERILAKU IMPULSIVE BUYING  PADA PEMBELIAN PRODUK FASHION  DI TIKTOK : Analisis Pengaruh Live Streaming  Shopping, Program Flash Sale , Religiositas dan Positive Emotion sebagai Variabel Intervening
%O Link Google Scholar :
https://scholar.google.com/citations?hl=en&user=edDJbLsAAAAJ&scilu=&scisig=ANI4uE0AAAAAZt7jf9W67kIngFgd6RUowxtwu9I&gmla=AC6lMd876VQIqlL5CckVWP7cFeE7sDAdRzhRfLvX10gM9F7IwRb1WSVN5N9US1C9-4l9MoTZLSQJNT_GwrTWGxTMTxiLK-SG8Q1IANS3Vq-S&sciund=5780922425911583522
ID SINTA Dosen Pembimbing :
Juliana : 6649754
Rida Rosida : 5994703
%I Universitas Pendidikan Indonesia
%L repoupi121025
%X There are various factors that can cause impulsive buying behavior among Muslim women generation Z and Y in West Java when making purchases at TikTok Shop. This study aims to determine the description and influence of live streaming, flash sales, religiosity and positive emotions on impulsive buying behavior of purchasing fashion products on TikTok. The research method used is quantitative descriptive with the SEM-PLS analysis method and the analysis tool used is SmartPLS and the number of samples taken is 250 respondents. The results of the study indicate that the variables live streaming, flash sales, and positive emotions have a positive effect on impulsive buying behavior of purchasing fashion products on TikTok. While the variable religiosity has a negative effect on impulsive buying behavior of purchasing fashion products on TikTok. Another finding is that positive emotions are able to mediate flash sale and religiosity on impulsive buying behavior of purchasing fashion products on TikTok. However, positive emotions are not able to mediate live streaming on impulsive buying behavior of purchasing fashion products on TikTok. In addition to providing a broader picture of impulsive buying behavior, the results of this study indicate that shopping with self-control is needed when making purchases on TikTok. This will help TikTok users avoid the traps packaged in live streaming and flash sale programs.
%A - Rosita Syahrani Baharuddin
%K Live streaming, Flash sale, Religiositas, Positive emotion, Impulsive buying