M. Athallah Farhan Abdurahman, NIM.242022002 (2026) PENGARUH KUALITAS LIVE STREAMING DAN PROMOSI TERHADAP PEMBELIAN IMPULSIF KONSUMENGENERASI Z PADA TIKTOK SHOP. Skripsi thesis, universitas muhammadiyah palembang.

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Abstract

M. Athallah Farhan Abdurrahman / 242022002 / 2026 / Pengaruh Kualitas Live Streaming dan Promosi Terhadap Pembelian Impulsif Konsumen Generasi Z Pada TikTok Shop. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kualitas Live Streaming dan Promosi secara simultan maupun parsial terhadap Pembelian Impulsif konsumen Generasi Z pada platform TikTok Shop, khususnya studi pada mahasiswa Universitas Muhammadiyah Palembang. Penelitian ini menggunakan pendekatan kuantitatif asosiatif. Sampel penelitian berjumlah 100 responden yang ditentukan menggunakan teknik non-probability sampling dengan metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak IBM SPSS. Hasil penelitian membuktikan bahwa: Kualitas Live Streaming dan Promosi secara simultan berpengaruh positif dan signifikan terhadap Pembelian Impulsif (F hitung 43,790 > F tabel 3,090, sig. 0,000 < 0,05), dengan kontribusi pengaruh sebesar 47,4%; Kualitas Live Streaming secara parsial berpengaruh positif dan signifikan terhadap Pembelian Impulsif (t hitung 2,364 > t tabel 1,985, sig. 0,020 < 0,05); dan Promosi secara parsial berpengaruh positif dan signifikan terhadap Pembelian Impulsif (t hitung 2,698 > t tabel 1,985, sig. 0,008 < 0,05), di mana variabel Promosi terbukti menjadi faktor pemicu yang paling dominan dalam mendorong transaksi belanja spontan mahasiswa. Kata Kunci: Kualitas Live Streaming, Promosi, Pembelian Impulsif, TikTok Shop, Generasi Z, Social Commerce.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	M. Athallah Farhan Abdurrahman / 242022002 / 2026 / The Effect of Live Streaming Quality and Promotion on Impulse Buying of Generation Z Consumers on TikTok Shop. This study aims to determine and analyze the effect of Live Streaming Quality and Promotion simultaneously and partially on Impulse Buying of Generation Z consumers on the TikTok Shop platform, specifically studying students of Universitas Muhammadiyah Palembang. This research employed an associative quantitative approach. The sample consisted of 100 respondents determined using a non-probability sampling technique with the purposive sampling method. Data collection was conducted through the distribution of questionnaires, while data analysis utilized multiple linear regression analysis assisted by IBM SPSS software. The results of the study demonstrate that: Live Streaming Quality and Promotion simultaneously have a positive and significant effect on Impulse Buying (F-count 43.790 > F-table 3.090, sig. 0.000 < 0.05), with an influence contribution of 47.4%; Live Streaming Quality partially has a positive and significant effect on Impulse Buying (t-count 2.364 > t-table 1.985, sig. 0.020 < 0.05); and Promotion partially has a positive and significant effect on Impulse Buying (t-count 2.698 > t-table 1.985, sig. 0.008 < 0.05), where the Promotion variable is proven to be the most dominant triggering factor in driving students' spontaneous shopping transactions. Keywords: Live Streaming Quality, Promotion, Impulse Buying, TikTok Shop, Generation Z, Social Commerce.
Subjects:	Ekonomi dan Bisnis > Bisnis
Divisions:	Fakultas Ekonomi dan Bisnis > Bisnis Digital (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	30 Sep 2026 06:32
Last Modified:	30 Sep 2026 06:32
URI:	http://repository.um-palembang.ac.id/id/eprint/37705

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