PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP PEMBELIAN IMPULSIF KONSUMEN SHOPPING TIKTOK DI SERDANG BEDAGAI

Authors

  • Sudaryanto Sudaryanto STIE Bina Karya Tebing Tinggi
  • Fikri Khairullah STIE Bina Karya Tebing Tinggi
  • Bobby Hartanto STIE Bina Karya Tebing Tinggi
  • Rusmewahni Rusmewahni STIE Bina Karya Tebing Tinggi

DOI:

https://doi.org/10.54314/jssr.v9i3.6732

Keywords:

live streaming, flash sale, impulsive buying, tiktok shop

Abstract

Abstract: This study aims to examine the effect of live streaming and flash sales on impulsive buying behavior among TikTok Shop consumers in Serdang Bedagai Regency, specifically in Sei Rampah and Tebing Tinggi sub-districts. A quantitative approach with a causal associative design was used. The sample of this study consisted of 100 active TikTok Shop consumers selected through purposive sampling. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The measurement model (outer model) evaluation results showed that all indicators were valid and reliable with a loading factor > 0.70 and Composite Reliability > 0.70. The structural model (inner model) testing results indicated that live streaming had a positive and significant effect on impulsive buying with a t-statistic value of 2.282 (p=0.023). Flash sales also had a positive and significant effect on impulsive buying with a t-statistic value of 9.136 (p=0.000). The R-square value of 0.633 indicated that the two independent variables were able to explain 63.3% of the variance in impulsive buying. In conclusion, the interactivity of live streaming and the urgency of flash sales effectively encourage spontaneous purchasing decisions among consumers.

Keywords: live streaming; flash sale; impulsive buying; tiktok shop.

 

Abstrak: Penelitian ini bertujuan untuk menguji pengaruh live streaming dan flash sale terhadap perilaku pembelian impulsif konsumen TikTok Shop di Kabupaten Serdang Bedagai, khususnya di Kecamatan Sei Rampah dan Tebing Tinggi. Pendekatan kuantitatif digunakan dengan desain asosiatif kausal. Sampel penelitian ini berjumlah 100 responden konsumen aktif TikTok Shop yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS. Hasil evaluasi model pengukuran (outer model) menunjukkan bahwa semua indikator valid dan reliabel dengan nilai loading factor > 0,70 dan Composite Reliability > 0,70. Hasil pengujian model struktural (inner model) menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 2,282 (p=0,023). Flash sale juga memiliki pengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 9,136 (p=0,000). Nilai R-square sebesar 0,633 mengindikasikan bahwa kedua variabel independen tersebut mampu menjelaskan 63,3% varians pada pembelian impulsif. Kesimpulannya, interaktivitas live streaming dan urgensi flash sale secara efektif mendorong keputusan pembelian spontan pada konsumen.

Kata kunci: live streaming; flash sale; pembelian impulsif; tiktok shop.

Downloads

Download data is not yet available.

References

Adyantari, A., Nugraha, A. Y. C. D. E., & Dharomesz, V. Y. (2025). Impulsive Buying Behavior in Live Streaming Shopping Mechanism: Do Fear of Missing Out Matter? Review of Management and Entrepreneurship, 9(1), 32–49. https://doi.org/10.37715/rme.v9i1.5125

Al Jonet, A. S. H., Purwanto, S., & Ariescy, R. R. (2024). Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif pada Marketplace Shopee di Kota Surabaya. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 285. https://doi.org/10.33087/jmas.v9i1.1598

Awwaliya Dhiyaus Syamsiyah, & Lia Nirawati. (2024). Pengaruh Live Streaming , Flash Sale , dan Cashback Terhadap Perilaku Impulse Buying pada Pengguna E-Commerce Shopee di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 5024–5036. https://doi.org/10.47467/alkharaj.v6i5.2119

Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education. https://books.google.co.id/books?id=PYpSzQEACAAJ

BPS Kabupaten Serdang Bedagai. (2025). Kabupaten Serdang Bedagai dalam Angka 2025. https://serdangbedagaikab.bps.go.id/

Chuling, S., & Yu-Li, L. (2021). The Effect of Live-Streaming Shopping on The Consumer’s Perceived Risk and Purchase Intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital Societies and Industrial Transformations: Policies, Markets, and Technologies in a Post-Covid World,” 1–18. https://hdl.handle.net/10419/238054

Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.

DataReportal. (2026). Digital 2026: Indonesia. https://datareportal.com/reports/digital-2026-indonesia

Irbah, A. H., Alfifto, A., & Salqaura, S. A. (2025). Pengaruh Live Streaming dan Flash Sale Terhadap Pembelian Impulsif Produk Skintific di Tiktok Shop pada Mahasiswa FEB UMSU. Jurnal Bisnis Mahasiswa, 5(2), 713–724. https://doi.org/10.60036/jbm.559

Katadata Insight Center. (2025). Flash sale dan lonjakan transaksi TikTok Shop di Indonesia. https://databoks.katadata.co.id

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson India Education Services. https://books.google.co.id/books?id=5-U5zgEACAAJ

Momentum Works. (2026). TikTok Shop in Southeast Asia 2025. https://momentum.asia/

Nova rahma dwi pangastuti, & Dian Kusumaningtyas. (2025). Pengaruh FOMO (Fear of Missing Out), Flash Sale, Live Stream Shopping Terhadap Impulsive Buying Pada Konsumen Lip Produk Di TikTok Shop. Jurnal Ekonomi Dan Pendidikan, 22(2), 33–44. https://doi.org/10.21831/jep.v22i2.91677

Nur Ramadhani, L., & Ari Nugroho, D. (2023). Pengaruh Live Streaming, Flash Sale, Dan Hedonic Shopping Motivation Terhadap Impulsive Buying. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(1), 207–215.

Ratna Gumilang, R., Sumiati, A., & Tresnadi, A. (2024). Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior Pada Platform TikTok. Coopetition : Jurnal Ilmiah Manajemen, 15(3), 479–488. https://doi.org/10.32670/coopetition.v15i3.4813

Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452

Schiffman, L. G., Wisenblit, J., & Kumar, R. (2019). Consumer Behavior (12th Edition) | By Pearson. In https://books.google.com.pe/books/about/Consumer_Behavior_12th_Edition_By_Pearso.html?id=CxPHDwAAQBAJ&redir_esc=y. Pearson Education India. https://books.google.co.id/books?id=CxPHDwAAQBAJ

Selly Septiani, Salsabilla Rahmawati, & Farah Noor Ayuningtyas. (2024). The Influence of Live Streaming and Flash Sales on Purchasing Decisions on the TiktokShop Application. Indonesian Journal of Business Analytics, 4(3), 929–942. https://doi.org/10.55927/ijba.v4i3.9161

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Wang, C., Chen, B., Hu, S., & Li, J. (2025). Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1547639

Wijaya, A. P., Nurcahyani, A., & Kurniaty, D. (2024). The Impact Of Tiktok Live Information On Impulsive Buying Behavior-Azzahra Putri Wijaya et.al The Impact Of Tiktok Live Information On Impulsive Buying Behavior. Jurnal Ekonomi, 13(04), 2024. https://doi.org/10.54209/ekonomi.v13i04

Downloads

Published

2026-06-30

Issue

Vol. 9 No. 3 (2026): June 2026

Section

Artikel

License

Copyright (c) 2026 Sudaryanto Sudaryanto, Fikri Khairullah, Bobby Hartanto, Rusmewahni Rusmewahni

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP PEMBELIAN IMPULSIF KONSUMEN SHOPPING TIKTOK DI SERDANG BEDAGAI. (2026). JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 9(3), 5052-5059. https://doi.org/10.54314/jssr.v9i3.6732