The impact of lss, svc and am on impulsive buying in Tiktok Shop

Abstract

Affiliate Marketing against Impulsive Purchases on TikTok Shop. This research uses a quantitative approach
using a correlational survey design with data collection through a Google Form-based questionnaire to
students of the Management study program at Universitas Nusantara PGRI Kediri, with a purposive
sampling technique a sample of 94 students was obtained. The analysis method used is the classical
assumption test, multiple linear regression analysis, coefficient of determination test and hypothesis test
processed using the SPSS 25 software application. The results of this research show that partially Live
streaming Shopping has a positive and significant effect on Impulsive Purchases, then Affiliate Marketing
also has a positive and significant effect on Impulsive Purchases while Short Video Content has no effect on
Impulsive Purchases. However, simultaneously Live streaming Shopping, Short Video Content and Affiliate
Marketing have a positive and significant effect on Impulsive Purchases