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The Influence Of Live Streaming And Flash Sale On Impulse Buying In Tiktok E-Commerce (Survey Of Generation Z Consumers in Tasikmalaya)

Year: 2026

Type: article

Abstract: The rapid growth of TikTok Shop has changed the shopping behavior of Generation Z consumers. This study aims to analyze the influence of Live Streaming and Flash Sale on Impulse Buying among Generation Z consumers in Tasikmalaya City. This research employed a quantitative method with descriptive and causal approaches. A total of 100 respondents were selected using purposive sampling. Data were analyzed using multiple linear regression. The results showed that Live Streaming and Flash Sale had a positive and significant effect on Impulse Buying, both simultaneously and partially. These findings indicate that Live Streaming and Flash Sale effectively encourage impulse buying among Generation Z consumers.

Source: Journal of Law Social Science and Management Review

DOI: 10.70963/jlsmr.v3i1.1006

Authors: Tedi Hendriawan, Budhi Wahyu Fitriadi, Irly Artiara Irawan

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7225789210

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