Anita, Dinda Rizki (2025) Hubungan Terpaan Live Streaming Shopping TikTok @ecinos.id Dengan Perilaku Impulse Buying Pada Generasi Z. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study analyze the correlation between exposure of TikTok live streaming shopping of the local fashion brand Ecinos and impulse buying behavior among Gen Z as digital natives who are dominating the use of social media and e-commerce. The analysis in this study is reviewed using the AIDA (attention, interest, desire, action) model. The research uses a quantitative approach and a survey method distributed to 100 respondents aged 14 to 29 years who follow and have watched Ecinos’ TikTok live streaming shopping at least once. The findings indicate a significant correlation between live streaming shopping exposure and impulse buying behavior among Gen Z. The emergences of impulse buying behavior are driven by various factors, such as streamer attractiveness, parasocial interaction, and information quality, also special offers that are only available on live streaming shopping. Data analysis using Spearman's rank correlation coefficient shows a result of 0.688, indicating a strong correlation between Ecinos’ TikTok live streaming shopping exposure and impulse buying behavior. Based on hypothesis testing, the data shows a significance value (Sig.) of 0.000 and a t-value of 9.727, meaning the null hypothesis (Ho) is rejected, and the alternative hypothesis (Ha) is accepted, confirming a correlation between live streaming shopping exposure and impulse buying behavior among Gen Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Dinda Rizki Anita | ||||||||
| Date Deposited: | 23 Jan 2025 04:22 | ||||||||
| Last Modified: | 23 Jan 2025 04:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34319 |
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