The Influence of Discount Promotions, Live Selling Engagement, and Consumer Reviews on Impulsive Buying among TikTok Shop Users: An Empirical Study of University Students in Lamongan

Abstract

The development of digital technology and the internet has driven the growth of e-commerce and social commerce in Indonesia. TikTok Shop has become one of the most popular social commerce platforms offering interactive marketing features, such as discount promotion, live selling, and consumer reviews that can influence consumer purchasing behavior. Easy access to information and attractive digital marketing strategies have contributed to impulsive buying behavior, especially among students as a digital generation. This research aims to analyze the influence of discount promotion, live selling engagement, and consumer reviews on impulsive buying among TikTok Shop users. The research was conducted on final-year students at four higher education institutions in Lamongan Regency, namely Lamongan Islamic University (UNISLA), Muhammadiyah University of Lamongan (UMLA), Darul 'Ulum Islamic University of Lamongan (UNISDA), and Ahmad Dahlan Institute of Technology and Business Lamongan (ITBAD). This research employs a quantitative approach with a survey method using purposive sampling. Data collection was carried out through questionnaires distributed to active TikTok Shop users. Data analysis includes validity, reliability, classical assumption, multiple linear regression, and dominant variable tests using SPSS version 20. The results show that discount promotion, live selling engagement, and consumer reviews have a positive and significant effect on impulsive buying. Live selling engagement is the most dominant variable influencing impulsive buying. This research is expected to contribute to digital marketing management science and consumer behavior on social commerce platforms, as well as provide insights for business actors in designing more effective digital marketing strategies.