Forum Bisnis dan Kewirausahaan
Vol 13 No 1 (2023): Forum Bisnis dan Kewirausahaan

Pengaruh Harga, Promosi Penjualan, Dan Shopping Lifestyle Terhadap Impulse BuyingPadaPlatform Tiktok Shop

Delvin Ferrary (Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas)
Lina Lina (Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas)
Maria Josephine Tyra (Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas)

Article Info

Publish Date
09 Sep 2023

Abstract

This research was conducted with the aim of knowing the effect of the variables Price, Sales Promotion,and Shopping Lifestyle on Impulse Buying on the Tiktok Shop Platform. The population in this study are users of theTiktok application with a sample of Tiktok Shop consumers on the Tiktok application. The sample in this study wasdetermined using a non-probability sampling technique with a purposive sampling approach, namely 120 respon�dents. The results of this study indicate that the variables Price and Shopping Lifestyle partially have a positive andsignificant effect on Impulse Buying on the Tiktok Shop platform. While the Sales Promotion variable partially hasno effect and is not significant on Impulse Buying on the Tiktok Shop platform.

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Journal Info
Forum Bisnis dan Kewirausahaan
Website

Abbrev

forbiswira

Publisher

Sekolah Tinggi Ilmu Ekonomi Multi Data Palembang

Subject

Economics, Econometrics & Finance

Description

FORBISWIRA , Forum Bisnis dan Kewirausahaan merupakan jurnal ilmiah berkala yang diterbitkan oleh STIE Multi Data Palembang (MDP Business School), Indonesia. Merupakan media bagi para dosen, mahasiswa, alumni, dan peneliti lainnya untuk mempublikasikan hasil-hasil penelitian dan paper yang berisi ...