PENGARUH SCARCITY DAN PRICE DISCOUNT TERHADAP AROUSAL SERTA DAMPAKNYA TERHADAP IMPULSIVE BUYING PADA LIVE STREAMING TIKTOK
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This study aims to analyze the influence of scarcity, price discounts, and arousal on impulsive buying among Generation Z TikTok live streamers in Greater Jakarta. A quantitative approach was used. This study adopts a non-probability sampling technique in the sample selection process using purposive sampling, where data is collected by distributing a Google Form questionnaire shared via social media to Generation Z TikTok users in the Jabodetabek region who meet the research criteria, with a total of 210 respondents successfully collected. Data processing and analysis were conducted using Structural Equation Modeling (SEM) run using AMOS software version 24. The findings indicate that scarcity and price discounts positively and significantly influence impulsive buying. Similarly, arousal has a positive and significant influence on impulsive buying. However, scarcity and price discounts do not show a significant influence on impulsive buying. The implications of this study highlight the importance of combining scarcity, price discounts, and emotional approaches in TikTok live shopping to encourage impulsive buying among consumers.
Penelitian ini bertujuan untuk menganalisis pengaruh scarcity, price discount dan arousal, terhadap impulsive buying pada live streaming TikTok generasi Z di Jabodetabek. Pendekatan yang diterapkan adalah pendekatan kuantitatif. Penelitian ini mengadopsi teknik non-probability sampling pada proses pemilihan sampel dengan metode purposive sampling, di mana data diperoleh dengan menyebarkan kuesioner Google Form yang dibagikan melalui media social kepada pengguna TikTok generasi Z di Jabodetabek yang memenuhi kriteria penelitian dengan jumlah total responden yang berhasil dikumpulkan sebanyak 210 orang. Pengolahan dan analisis data dilakukan dengan metode Structural Equation Modeling (SEM) yang dijalankan menggunakan perangkat lunak AMOS versi 24. Temuan yang dihasilkan menunjukkan bahwa scarcity dan price discount mempengaruhi positif serta signifikan terhadap impulsive buying. Begitupun, Arousal memiliki pengaruh positif serta signifikan terhadap impulsive buying. Namun demikian, scarcity dan price discount tidak menunjukkan adanya pengaruh signifikan terhadap impulsive buying. Implikasi dari penelitian ini menunjukkan pentingnya menggabungkan kelangkaan, harga diskon, dan pendekatan emosional pada TikTok live shopping untuk mendorong pembelian impulsive pada konsumen.
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