Pengaruh Intensitas Menonton TikTok Live Shopping terhadap Pembelian Impulsif Mahasiswa Universitas Bakrie

Abstract

TikTok Live Shopping combines real-time interaction, product presentation, entertainment, and direct transactions in one social-commerce environment. This study examines the relationship between the intensity of watching TikTok Live Shopping and impulsive buying among Universitas Bakrie students. A quantitative explanatory approach with a cross-sectional design was applied. The final sample consisted of 51 students selected through non-probability purposive sampling based on three criteria: active Universitas Bakrie student status, ownership of a TikTok account, and prior experience watching TikTok Live Shopping. Data were collected using a five-point Likert questionnaire. Watching intensity was measured with nine items, while impulsive buying was measured with twelve items. Data analysis used descriptive statistics, corrected item-total correlation, Cronbach's alpha, residual normality tests, and simple linear regression in IBM SPSS Statistics. All items were valid, and both variables demonstrated strong internal consistency, with Cronbach's alpha values of 0.938 and 0.951. The regression results showed a positive and significant relationship between watching intensity and impulsive buying (B = 0.738; t = 7.256; p < 0.001). Watching intensity explained 51.8% of the variance in impulsive buying. These findings indicate that repeated exposure to interactive live-shopping content is associated with stronger spontaneous purchasing tendencies among university students.