The Influence of Live Streaming, E-Wom, and Discounts on Impulsive Buying of Skincare Products at Tiktok Shop

Alifia Salsabila Putri; Claudya Marceline; Alawiahtul Aeni; Yono Maulana

doi:10.55927/ijba.v4i3.9369

Authors

Alifia Salsabila Putri Universitas Swadaya Gunung Jati, Cirebon
Claudya Marceline Universitas Swadaya Gunung Jati, Cirebon
Alawiahtul Aeni Universitas Swadaya Gunung Jati, Cirebon
Yono Maulana Universitas Swadaya Gunung Jati, Cirebon

DOI:

https://doi.org/10.55927/ijba.v4i3.9369

Keywords:

Live Streaming, E-WOM, Discon, Impulsive Buying, Tiktok Shop

Abstract

The development of TikTok Shop has created a trend for interactive and easy online shopping. This has an impact on increasing impulse buying behavior, especially for skincare products. This research aims to determine the influence of live streaming, E-WOM, and discounts on impulse purchasing behavior for skincare products at the TikTok Shop. This research uses a quantitative approach with a causal design. The sampling technique used non-probability and purposive sampling with a total of 126 TikTok Shop users. The data obtained was analyzed using SmartPLS. The results of this research show that live streaming, E-WOM, and discounts have a positive and significant influence on impulse purchases of skincare products at the TikTok Shop. Based on the findings of this research, sellers are advised to collaborate with influencers, develop a strong E-WOM strategy, and implement discount strategies to maximize sales

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