The Effect of Live Streaming, Flash Sales, and Affiliate Marketing on Impulsive Buying Among Tiktok Shop-Tokopedia Users in Pekanbaru

Abstract

The purpose of this study was to determine whether there is an influence of the live streaming, flash, and affiliate marketing feature variables on impulsive purchases on the online shopping platform TikTok Shop-Tokopedia in Pekanbaru City, both partially and simultaneously. The objects in this study were active users of the TikTok application and had or frequently made spontaneous or unplanned purchases on TikTok Shop with a sample of 160 respondents. The method used was a quantitative approach with a survey technique through the distribution of questionnaires. The data obtained were analyzed using multiple linear regression with the help of SPSS. The results showed that partially, the live streaming variable (X1) did not have a positive and significant effect, while flash sales (X2) and affiliate marketing (X3) had a positive and significant effect on impulsive buying (Y). Simultaneously, the three variables also showed a significant effect. The live streaming, flash sales, and affiliate marketing features significantly influence direct purchasing decisions by 59.1%, while the remaining 40.9% is influenced by other variables not included in this research model.