Pengaruh Emosi Positif, Shopping Lifestyle, dan Live Streaming Terhadap Impulse buying (Studi pada Pembeli Tiktok Shop Generasi Z di Surabaya

Abstract

This study aims to analyze the effect of positive emotion, shopping lifestyle, and live streaming on impulse buying among Generation Z skincare buyers on TikTok Shop in Surabaya. This study used a quantitative method with an explanatory research design. The population in this study was Generation Z consumers who purchased skincare products on TikTok Shop and lived in Surabaya. The sampling technique used was nonprobability sampling with a purposive sampling method. Data were collected by distributing an online questionnaire through Google Forms, and 198 respondents met the research criteria. Data were analyzed using multiple linear regression with the help of IBM SPSS Statistics version 27. The results show that shopping lifestyle and live streaming have a positive and significant effect on impulse buying among Generation Z skincare buyers on TikTok Shop in Surabaya. Meanwhile, positive emotion does not have a significant effect on impulse buying.