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Pengaruh Live Streaming Selling dan Diskon Pada Aplikasi Tiktok Shop Terhadap Perilaku Impulse Buying

Year: 2024

Type: article

Abstract: This study aims to determine the effect of Live Streaming Selling and Discounts on the Tiktok Shop application on Impulse Behavior Buying Behavior in University of North Sumatra Students. The dependent variable in This study is Live Streaming Selling and Discounts while the dependent variable is Impulse Buying. the dependent variable is Impulse Buying. Population and sample research is a student of the University of North Sumatra with a total respondents as many as 100 students. The data obtained was analyzed using PLS analysis technique (Partial Least Square through Smart PLS software and SPSS application). SPSS application). Partial data will be processed with PLS analysis techniques, while simultaneously processed with the SPSS application. while simultaneously processed with the SPSS application. Based on the results of the study, it can be concluded that R-Square found that live streaming, selling, and discounts together only explain 11.4% of the variation in impulse buying behavior.

Source: Cantaka Jurnal Ilmu Ekonomi dan Manajemen

DOI: 10.61492/cantaka.v2i2.231

Authors: Anisya Khairani, Felix Jumasa Surbakti, Muhammad Fathur Ramadhan Siagian, Virgin Threisia Br Bangun, Mernita Sari Saragih

Institution: Universitas Sumatera Utara

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409274503

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