PENGARUH TERPAAN PROMOSI LIVE SHOPPING TIKTOK TERHADAP PERILAKU KONSUMTIF PADA MAHASISWA (Studi pada Mahasiswa Angkatan 2020 Ilmu Komunikasi Universitas Muhammadiyah Malang)

The convenience brought by the development of digital communication technology includes social media platforms such as TikTok, which can now also be used for online shopping through live shopping features. Alongside this advancement, exposure to promotional content has driven changes in behavior among university students, who are generally active social media users. This is further supported by the growing trend of online shopping, which affects people across various social groups, including university students. This study aims to determine whether there is an influence of TikTok live shopping promotion exposure on the consumptive behavior of students at the University of Muhammadiyah Malang, specifically students from the Communication Science Department, class of 2020.

The theories used in this study are the Hierarchy of Effects theory and the S-O-R (Stimulus-Organism-Response) theory. The researcher employed a survey method with a quantitative approach, using explanatory research. The sample was selected using purposive sampling, with a population of 394 students and a sample size of 80. Data collection was conducted through questionnaires and analyzed using simple linear regression.

The results of the study show a regression coefficient (b) of 1.026 (positive), indicating a direct influence. This means that if promotional exposure increases by 1%, consumptive behavior will increase by 1.026%. Furthermore, the R Square value is 0.194, which means that the promotional exposure variable contributes or influences 19.4% of the consumptive behavior variable. This indicates a positive and significant influence of promotional exposure on consumptive behavior.