TikTok Live Streaming, Discounts, and Impulsive Buying Among Generation Z

Abstract

This study was conducted to determine the influence of live streaming and price discounts on the impulsive buying behavior of Generation Z on TikTok. The research focused on Gen Z users in Pekanbaru, employing a purposive sampling technique to select a sample of 130 individuals, a size determined by Hair's formula. The analysis yielded several key results: (1) live streaming was found to have a significant and positive partial effect on impulsive purchase decisions (t value​=3.101 > t table​=1.97882); (2) similarly, price discounts demonstrated a significant and positive partial influence (t​ value=6.704 > t table​=1.97882); (3) tested simultaneously, both live streaming and discounts had a significant combined impact on impulsive buying (F value​=43.082 > F table​=3.92). These variables together explained 40.4% of the variance in a consumer's decision to purchase impulsively, while the other 59.6% was attributed to external factors not examined in this research.