PENGARUH LIVE STREAMING, COUNTDOWN, DAN INFLUENCER TERHADAP IMPULSIVE BUYING PADA PENGGUNA TIKTOK SHOP DENGAN EMOTIONAL AROUSAL SEBAGAI VARIABEL MEDIASI

FERDILA AYU WANDANSARI, . (2026) PENGARUH LIVE STREAMING, COUNTDOWN, DAN INFLUENCER TERHADAP IMPULSIVE BUYING PADA PENGGUNA TIKTOK SHOP DENGAN EMOTIONAL AROUSAL SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming, countdown, dan influencer terhadap impulsive buying pada pengguna TikTok Shop dengan emotional arousal sebagai variabel mediasi. Dalam penelitian ini, peneliti menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah pengguna TikTok Shop di Indonesia berusia minimal 17 tahun yang pernah melakukan pembelian produk melalui fitur live streaming minimal dua kali dalam waktu tiga bulan terakhir di wilayah Jabodetabek. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling, sehingga diperoleh jumlah sampel sebanyak 290 responden. Pengumpulan data dilakukan melalui kuesioner menggunakan Skala Likert. Penelitian ini mengacu pada teori Stimulus-Organism-Response (S-O-R) untuk menjelaskan hubungan antara rangsangan eksternal, keadaan psikologis internal, dan respons perilaku individu. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS), dan diolah menggunakan perangkat lunak SmartPLS versi 4. Hasil penelitian didapatkan bahwa Live Streaming (LS), Countdown (C), Influencer (IF), dan Emotional Arousal (EA) memiliki pengaruh yang positif dan signifikan terhadap Impulsive Buying (IB). Live Streaming (LS), Countdown (C), dan Influencer (IF) memiliki pengaruh yang positif dan signifikan terhadap Emotional Arousal (EA). Serta Emotional Arousal (EA) memediasi pengaruh Live Streaming (LS), Countdown (C), dan Influencer (IF) terhadap Impulsive Buying (IB). ***** This study aims to analyze the influence of live streaming, countdown timers, and influencers on impulsive buying among TikTok Shop users, with emotional arousal serving as a mediating variable. The research employed a quantitative approach using a survey method. The population consisted of TikTok Shop users in Indonesia aged 17 years and above who had purchased products through the live streaming feature at least twice within the last three months and resided in the Greater Jakarta area (Jabodetabek). A non-probability sampling technique with a purposive sampling method was used, resulting in a sample of 290 respondents. Data were collected through a questionnaire using a Likert scale. This study was based on the Stimulus–Organism–Response (S-O-R) theory, which explains the relationship between external stimuli, individuals’ internal psychological states, and their behavioral responses. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach and processed using SmartPLS version 4. The results indicate that Live Streaming (LS), Countdown Timers (C), Influencers (IF), and Emotional Arousal (EA) have positive and significant effects on Impulsive Buying (IB). Furthermore, Live Streaming (LS), Countdown Timers (C), and Influencers (IF) have positive and significant effects on Emotional Arousal (EA). The findings also reveal that Emotional Arousal (EA) significantly mediates the effects of Live Streaming (LS), Countdown Timers (C), and Influencers (IF) on Impulsive Buying (IB).

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph. D; 2). Rizka Zakiah, M.Pd.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ferdila Ayu Wandansari .
Date Deposited:	21 Jul 2026 04:21
Last Modified:	21 Jul 2026 04:21
URI:	http://repository.unj.ac.id/id/eprint/66818

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