PENGARUH LIVE STREAMING SELLING DAN DISKON HARGA TERHADAP PEMBELIAN IMPULSIF (Studi pada Konsumen Produk Fashion Jiniso di TikTok)

This study aims to examine the effects of live streaming selling and price discount on impulsive buying. This research employed a quantitative explanatory. The sample consisted of 100 Jiniso consumers on TikTok, selected using purposive sampling. The data were analyzed using multiple linear regression analysis with SPSS version 25. The main variables examined in this study were live streaming selling, price discount, and impulsive buying. The result indicate that live streaming selling (B = 0.296; t = 4.756; p < 0.05) and price discount (B = 0.175; t = 2.066; p < 0.05) have positive and significant effects on impulse buying. Simultaneously, live streaming selling and price discount have significant effect on impulsive buying (F = 39.833; p < 0.05). Furthermore, the adjusted R² value indicates that 44% of consumers impulsive buying can be explained by live streaming selling and price discount, while the remaining 56% are influence by other factors beyond the scope of this study.