PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION PADA PRODUK BITTERSWEET BY NAJLA DI PLATFORM TIKTOK SHOP

ALEISYA AULIA RACHMAH, . (2026) PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION PADA PRODUK BITTERSWEET BY NAJLA DI PLATFORM TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan TikTok Shop melalui fitur live streaming dan flash sale mendorong meningkatnya impulse buying yang dipengaruhi oleh positive emotion konsumen. Penelitian ini bertujuan menganalisis pengaruh live streaming dan flash sale terhadap impulse buying melalui positive emotion pada konsumen produk Bittersweet by Najla di TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan metode PLS-SEM menggunakan SmartPLS 4 terhadap 130 responden yang dipilih melalui purposive sampling. Hasil penelitian menunjukkan bahwa live streaming, flash sale, dan positive emotion berpengaruh positif dan signifikan terhadap impulse buying. Selain itu, live streaming dan flash sale juga berpengaruh positif dan signifikan terhadap positive emotion. Positive emotion terbukti memediasi secara parsial pengaruh live streaming dan flash sale terhadap impulse buying. Temuan ini memperkuat teori Stimulus-Organism-Response (S-O-R) bahwa stimulus pemasaran mampu membangkitkan emosi positif yang mendorong pembelian impulsif. Kata kunci: Live Streaming, Flash Sale, Positive Emotion, Impulse Buying, TikTok Shop. ***** The rapid development of TikTok Shop through its live streaming and flash sale features has increased impulse buying, which is influenced by consumers' positive emotions. This study aims to analyze the influence of live streaming and flash sales on impulse buying through positive emotion among consumers of Bittersweet by Najla products on TikTok Shop. This study employed a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4. The sample consisted of 130 respondents selected using purposive sampling. The results indicate that live streaming, flash sales, and positive emotion have a positive and significant effect on impulse buying. In addition, live streaming and flash sales also have a positive and significant effect on positive emotion. Furthermore, positive emotion partially mediates the relationship between live streaming and impulse buying, as well as between flash sales and impulse buying. These findings reinforce the Stimulus-Organism-Response (S-O-R) Theory, demonstrating that marketing stimuli can evoke positive emotions that ultimately encourage impulse buying. Keywords : Live Streaming, Flash Sale, Positive Emotion, Impulse Buying, TikTok Shop.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Ivan Putranto, S.Pd., M.Pd.
Subjects:	Karya Umum > Karya Tulis Perguruan TInggi Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Aleisya Aulia Rachmah .
Date Deposited:	28 Aug 2026 05:04
Last Modified:	28 Aug 2026 05:04
URI:	http://repository.unj.ac.id/id/eprint/73441

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