PENGARUH LIVE STREAMING TIKTOK, HARGA, DAN GAYA HIDUP KONSUMTIF TERHADAP PERILAKU IMPULSE BUYING PRODUK THRIFT PADA MAHASISWA S1 UNIVERSITAS NEGERI SURABAYA
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https://doi.org/10.26740/jptn.v14n1.p88-100Keywords:
Live streaming Tiktok, Harga, Gaya Hidup KonsumtifAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh live streaming TikTok, harga, dan gaya hidup konsumtif terhadap perilaku impulse buying produk thrift pada mahasiswa S1 Universitas Negeri Surabaya. Responden penelitian berjumlah 398 mahasiswa S1 Universitas Negeri Surabaya yang dipilih menggunakan teknik nonprobability sampling. Metode analisis yang digunakan adalah regresi linear berganda dengan bantuan SPSS versi 26.0. Hasil penelitian menunjukkan bahwa secara parsial live streaming TikTok dan harga berpengaruh signifikan terhadap perilaku impulse buying produk thrift, sedangkan gaya hidup konsumtif tidak berpengaruh. Secara simultan, live streaming TikTok, harga, dan gaya hidup konsumtif berpengaruh terhadap perilaku impulse buying produk thrift pada mahasiswa S1 Universitas Negeri Surabaya.
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