Aprilliifalya, Gebby (2026) Pengaruh Live Streaming dan Flash Sale terhadap Online Impulse Buying Hand and Body Lotion Vaseline di TikTok Shop pada Generasi Z di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
High internet penetration and the rapid growth of social commerce platforms in Indonesia have driven changes in consumer behavior, particularly among Generation Z, who show a strong tendency toward impulsive purchasing via digital platforms. Despite actively utilizing live streaming and flash sale strategies on TikTok Shop, Vaseline—a hand and body lotion brand—has experienced a significant decline in its Top Brand Index, dropping from 17.1% in 2023 to 12.8% in 2024. This study aims to analyze the influence of live streaming and flash sales on online impulse buying of Vaseline hand and body lotion on TikTok Shop among Generation Z in Surabaya. This study employs a quantitative approach using online questionnaires for data collection. The population consists of Generation Z individuals residing in Surabaya who possess an active TikTok account, have watched live streams featuring Vaseline hand and body lotion, and have made at least one unplanned purchase of Vaseline products via TikTok Shop. The sample comprises 117 respondents selected through non-probability sampling using the purposive sampling method. Data analysis was conducted using the Partial Least Squares (PLS) method via the SmartPLS 3.0 application. The results indicate that: 1) live streaming has a positive and significant influence on online impulse buying of Vaseline hand and body lotion on TikTok Shop among Generation Z in Surabaya; and 2) flash sales have a positive and significant influence on online impulse buying of Vaseline hand and body lotion on TikTok Shop among Generation Z in Surabaya. Consequently, it is recommended that Vaseline and authorized sellers on TikTok Shop optimize the quality of their live streaming content and flash sale programs to boost online impulse buying among Generation Z in Surabaya. Keywords: flash sale; live streaming; online impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Gebby Aprilliifalya | ||||||||
| Date Deposited: | 10 Jul 2026 03:02 | ||||||||
| Last Modified: | 10 Jul 2026 03:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54941 |
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