Pengaruh Sales Promotion dan Social Presence terhadap Impulse Buying pada Live Shopping Tiktok untuk Produk Fashion pada Wanita Generasi Milenial di Kota Medan dengan Emotional Response sebagai Variabel Mediasi

Abstract

TikTok live streaming shopping has emerged as a favored sales strategy among business actors. This method involves sales promotions offered for a limited time during the live streaming sessions and leverages social presence, including the presence of streamers, audiences, and the interactive features of TikTok's live shopping platform. This live shopping approach can drive impulsive buying behavior due to the influence of sales promotions and social presence. These two factors play a crucial role in triggering consumers' emotional responses, such as feelings of excitement and enthusiasm, which eventually lead to impulsive purchases. The sampling technique used in this study is non-probability sampling with judgmental sampling, selecting respondents based on specific criteria. The analytical method employed is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The study includes two independent variables (Sales Promotion and Social Presence), one mediating variable (Emotional Response), and one dependent variable (Impulse Buying). The findings indicate that both Sales Promotion and Social Presence have a positive and significant direct effect on Impulse Buying, and also indirectly influence Impulse Buying through Emotional Response. Additionally, Emotional Response significantly and positively affects Impulse Buying. Thus, enhancing the appeal of sales promotions and strengthening social presence during live shopping sessions can stimulate consumers' emotional responses, ultimately influencing their impulsive purchasing behavior.