Rizal, Ahmad (2026) Pengaruh Live Selling Dan Customer Engangement Terhadap Impulsive Buying Pada Platform Tiktok Shop. Sarjana (S1) thesis, Universitas Islam 45.
![[img]](http://repository.unismabekasi.ac.id/style/images/fileicons/text.png) |
Text
PENDAHULUAN.pdf Download (1MB) |
|
Text
BAB I.pdf Download (378kB) |
|
Text
BAB II.pdf Restricted to Repository staff only Download (302kB) | Request a copy |
|
Text
BAB III.pdf Restricted to Repository staff only Download (350kB) | Request a copy |
|
Text
BAB IV.pdf Restricted to Repository staff only Download (681kB) | Request a copy |
|
Text
BAB V.pdf Download (144kB) |
|
Text
Daftar Pustaka.pdf Download (255kB) |
Abstract
This study aims to determine the effect of live selling and customer engagement on impulsive buying on the TikTok Shop platform. The approach used was quantitative, with data collection through literature studies and questionnaires. The sample in this study was 100 respondents who had made impulsive purchases, drawn using a purposive sampling method. The data were analyzed using multiple linear regression with SPSS version 29. The results of the multiple regression analysis showed that live selling (X1) had a partial positive but insignificant effect on impulsive buying. This was found by the calculated t-value being smaller than the table t-value, at 1.867 < 1.98472, with a significance level of 0.065 (greater than 0.05). The variable, customer engagement, had a positive and significant effect on impulsive buying, with a calculated t-value greater than the table t-value, at 7.103 > 1.98472, with a significance level of 0.001 (greater than 0.05). The F-test showed a calculated F-value of 27.608 with a significance level of 0.001 <0.05, indicating that both independent variables simultaneously have a significant effect on impulsive buying. The Adjusted R-squared value was 0.350, indicating that live selling and customer engagement were able to explain 35% of the variation in impulsive buying, while the remaining 75% was influenced by factors outside this study.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
|---|---|---|---|---|---|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
|
||||||
| Keywords / Kata Kunci: | Live Selling, Customer Engagement, Impulsive Buying | ||||||
| Subjects: | Manajemen Pemasaran Manajemen |
||||||
| Faculty: | Fakultas Ekonomi > Manajemen S1 | ||||||
| Depositing User: | Mr Ahmad Rizal | ||||||
| Date Deposited: | 27 Feb 2026 07:56 | ||||||
| Last Modified: | 27 Feb 2026 07:56 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/9452 |
Actions (login required)
 |
View Item |