Pengaruh Scarcity Promotion dan Streamer Attractiveness terhadap Impulsive Buying Pengguna Tiktok Live Generasi Z di Kota Bandung
https://doi.org/10.70451/cakrawala.v2i3.636
Keywords:
Scarcity Promotion, Streamer Attractiveness, Impulsive BuyingAbstract
Fenomena belanja online yang terus meningkat di Indonesia, salah satunya terjadi melalui fitur TikTok Live yang banyak dimanfaatkan oleh Generasi Z. Tujuan penelitian ini adalah untuk mengetahui pengaruh scarcity promotion dan streamer attractiveness terhadap impulsive buying pengguna TikTok Live Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode regresi linear berganda. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner online kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Hasil analisis menunjukkan bahwa secara parsial dan simultan, scarcity promotion dan streamer attractiveness berpengaruh positif dan signifikan terhadap impulsive buying. Nilai R Square sebesar 0,467 menunjukkan bahwa kedua variabel menjelaskan 46,7% variasi impulsive buying. Temuan ini diharapkan dapat memberikan kontribusi bagi pelaku bisnis digital dalam merancang strategi promosi yang lebih efektif melalui pemanfaatan aspek scarcity promotion dan pemilihan streamer yang menarik, guna mendorong perilaku impulsive buying dan meningkatkan penjualan selama siaran langsung di TikTok Live.
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