Pengaruh Live Streaming Commerce Dan Konten Promosi Terhadap Keputusan Pembelian Impulsif Produk Aerostreet di Platform TikTok Pada Mahasiswa Universitas Pamulang

Abstrak

The development of digital technology has changed consumption patterns in society, particularly through e-commerce platforms such as TikTok Shop. This study aims to analyze the influence of live streaming commerce and promotional content on impulsive purchasing decisions of Aerostreet products on the TikTok platform among students of Pamulang University. This research adopts a quantitative approach with an associative method. The population consists of Pamulang University students who have made purchases through TikTok Shop, while the sample was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents selected through purposive sampling. Data were collected using a Likert scale-based questionnaire, and the analysis was conducted using multiple linear regression with SPSS version 27. The results indicate that live streaming commerce has a positive and significant effect on impulsive purchasing decisions, with a regression coefficient of 0.786. In contrast, promotional content does not have a significant effect on impulsive purchasing decisions. Simultaneously, both variables have a significant influence on impulsive purchasing decisions, contributing 46.7%, while the remaining 53.3% is influenced by other factors. These findings provide practical recommendations for businesses to optimize live streaming commerce strategies to increase sales on digital platforms.