Pengaruh Harga, Promosi Penjualan, Dan Shopping Lifestyle Terhadap Impulse BuyingPadaPlatform Tiktok Shop

Delvin Ferrary; Lina Lina; Maria Josephine Tyra

doi:10.35957/forbiswira.v13i1.6044

Delvin Ferrary Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas
Lina Lina Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas
Maria Josephine Tyra Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas

DOI: https://doi.org/10.35957/forbiswira.v13i1.6044

Abstract

This research was conducted with the aim of knowing the effect of the variables Price, Sales Promotion,
and Shopping Lifestyle on Impulse Buying on the Tiktok Shop Platform. The population in this study are users of the
Tiktok application with a sample of Tiktok Shop consumers on the Tiktok application. The sample in this study was
determined using a non-probability sampling technique with a purposive sampling approach, namely 120 respon
dents. The results of this study indicate that the variables Price and Shopping Lifestyle partially have a positive and
significant effect on Impulse Buying on the Tiktok Shop platform. While the Sales Promotion variable partially has
no effect and is not significant on Impulse Buying on the Tiktok Shop platform.