Pengaruh Live Shopping, Flash Sale dan Gratis Ongkir Terhadap Impulse Buying Konsumen Generasi Z Pada Tiktok Shop

Abstract

This study aims to determine the effect of Live Shopping, Flash Sale and Free Shipping on Generation Z Consumers' Impulse Buying at the Tiktok Shop. The data used in this research is primary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. The population in this research is generation Z consumers at the Tiktok Shop. The sample in this study was non-probability sampling using a purposive sampling technique with certain criteria including being at least 15-27 years old, having made purchases at TikTok Shop in the last 6 months, actively using TikTok Shop for shopping. The number of samples in this study was 150 respondents taken using the formula Hair et al. Data analysis in this research uses Multiple Linear Regression Analysis.