PENGARUH FLOW EXPERIENCE, PERCEIVED ENJOYMENT, PRICE PERCEPTION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK PADA GENERASI Z DI JAKARTA

ANDINI DESTYANINGRUM, . (2026) PENGARUH FLOW EXPERIENCE, PERCEIVED ENJOYMENT, PRICE PERCEPTION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perubahan perilaku konsumen ke arah ekosistem digital telah mendorong popularitas fitur Live shopping TikTok yang mengintegrasikan hiburan dan perdagangan interaktif secara bersamaan. Adanya interaksi dan promosi yang intens di dalam siaran langsung tersebut sering kali memicu penontonnya untuk melakukan pembelian secara spontan atau impulsive buying, terutama bagi Generasi Z di DKI Jakarta yang dikenal sebagai pengguna media sosial paling aktif. Penelitian ini bertujuan untuk menganalisis pengaruh flow experience, perceived enjoyment, dan price perception terhadap impulsive buying dalam fitur Live shopping TikTok pada Generasi Z DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey research. Sampel penelitian terdiri dari Generasi Z yang berdomisili di DKI Jakarta dengan kriteria pernah menyaksikan atau berbelanja melalui Live shopping TikTok, yang diperoleh melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa flow experience dan price perception berpengaruh positif dan signifikan terhadap impulsive buying, sedangkan perceived enjoyment tidak berpengaruh signifikan terhadap impulsive buying. Temuan ini mengindikasikan bahwa keputusan pembelian impulsif pada Generasi Z saat berinteraksi di siaran langsung TikTok lebih didorong oleh faktor keterlibatan psikologis yang mendalam dan kefokusan pengguna selama menonton (flow experience), serta persepsi harga produk yang kompetitif, dibandingkan sekadar rasa senang atau terhibur saat menyaksikan konten siaran. Penelitian ini diharapkan dapat menjadi rujukan bagi para pelaku bisnis digital dan kreator konten dalam merancang strategi pemasaran serta pengelolaan interaksi siaran langsung yang lebih efektif dalam mendorong keputusan belanja konsumen ***** Changes in consumer behavior toward the digital ecosystem have driven the popularity of TikTok's Live shopping feature, which integrates entertainment and interactive commerce simultaneously. The intense interaction and promotion within these live broadcasts often trigger viewers to make spontaneous or impulsive purchases, particularly among Generation Z in DKI Jakarta, who are known as the most active social media users. This study aims to analyze the influence of flow experience, perceived enjoyment, and price perception on impulsive buying in TikTok Live shopping features among Generation Z in DKI Jakarta. This research employs a quantitative approach using survey research methods. The research sample consists of Generation Z residing in DKI Jakarta who have watched or shopped through TikTok Live shopping, obtained through purposive sampling techniques. Data were collected using questionnaires and analyzed using multiple linear regression analysis. The results show that flow experience and price perception have a positive and significant effect on impulsive buying, while perceived enjoyment has no significant effect on impulsive buying. These findings indicate that impulsive purchasing decisions among Generation Z when interacting with TikTok live broadcasts are driven more by deep psychological engagement and the user's focus while watching (flow experience), as well as the perception of competitive product pricing, rather than merely a sense of pleasure or entertainment while watching the broadcast content. This research is expected to serve as a reference for digital business practitioners and content creators in designing more effective marketing strategies and live broadcast interaction management to encourage consumer purchasing decisions

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Annisa Lutfia, M.Pd; 2). Bagus Kharismawan, S.Si, M.A.B.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Andini Destyaningrum .
Date Deposited:	05 Aug 2026 02:54
Last Modified:	05 Aug 2026 02:54
URI:	http://repository.unj.ac.id/id/eprint/68484

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