PENGARUH LIVE STREAMING DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Tiktok Shop Gen Z di Kota Malang)

This study aims to analyze the effect of live streaming and sales promotion on impulsive buying with customer trust as a mediating variable among Generation Z TikTok Shop users in Malang. This research uses a quantitative approach with an explanatory research method, involving 200 respondents selected through purposive sampling. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0. The results show that live streaming and sales promotion have a positive and significant effect on impulsive buying, while customer trust also has a positive and significant effect on impulsive buying and is proven to mediate the relationship between live streaming and sales promotion on impulsive buying. These findings indicate that interactive marketing strategies, supported by customer trust, can increase the tendency for impulsive buying on digital platforms.