The Influence of Influencer Marketing, Live Streaming, and Flash Sale on Impulse Buying on TikTok Shop
DOI:
https://doi.org/10.21111/at.v11i1.14060Abstract
The growth of the beauty industry as a whole has been very rapid. Skin care products are beauty items that grow businesses with high consumer interest. This study aims to analyse the effect of influencer marketing, live streaming, and flash sales on impulse buying on Npure products at Tiktok Shop. The method used in this study is a qualitative research method and the measurement uses a Likert scale. The population in this study are all customers in the city of Cirepon who have made impulsive purchases at Tiktok Shop. This study applies data collection techniques through a google form questionnaire of 203 respondents who have shopped and used Npure skincare products. This study uses Structural Equation Modeling (SEM) distributed in Patrial Least Square (PLS) with the help of Creative Commons SmartPLS 4.0 software. This study shows the results that influencer marketing, live streaming, and flash sales have a significant influence on impulse buying.References
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