ISMA, NURFADILAH (2025) PENGARUH INFLUENCER, FLASH SALE, LIVE STREAMING, FOMO, DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING GENERASI Z DI TIKTOK SHOP JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study was conducted with the aim of determining the influence of the variables Influencer, Flash Sale, Live Streaming, FOMO, and Online Customer Review on Impulsive buying of Generation Z in TiktokShop Jember. The research data were obtained from distributing questionnaires to respondents who had made purchases at TiktokShop. The sampling method used was non-probability sampling with a purposive sampling technique. The population in this study was Generation Z in Jember, with a sample size of 125 respondents. Data analysis used included Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Coefficient of Determination Test, t-Test and F-Test, as well as multiple linear regression analysis with the help of the SPSS Version 25 application. The results showed that partially the variables Flash Sale and FOMO had a significant effect on Impulsive buying, while the variables Influencer, Live Streaming, and Online Customer Review did not have a significant effect. However, simultaneously, the five variables had a significant effect on Impulsive buying of Generation Z in TiktokShop Jember. Keyword: Influencer, Flash Sale, Live Streaming, FOMO, Online Customer Review.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:02 |
| Last Modified: | 17 Apr 2026 09:02 |
| URI: | http://repo.itsm.ac.id/id/eprint/1722 |
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