Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh live streaming, parasocial interaction, gratis ongkir dan cash on delivery terhadap impulsive buying pelanggan tiktok shop. data yang digunakan dalam penelitian ini yaitu data primer. penelitian ini menggunakan pendekatan kuantitatif dengan populasi masyarakat kota banda aceh. jumlah sampel sebanyak 110 responden yang diambil dengan teknik nonprobability sampling dan metode purposive sampling. teknis analisis data menggunakan regresi linear berganda dengan bantuan spss. hasil penelitian ini menunjukkan bahwa variabel live streaming, parasocial interaction, gratis ongkir dan cash on delivery berpengaruh simultan terhadap impulsive buying. hasil variabel live streaming, parasocial interaction berpengaruh signifikan terhadap impulsive buying, sedangkan variabel gratis ongkir dan cash on delivery tidak berpengaruh signifikan terhadap impulsive buying. kata kunci: live streaming, parasocial interaction, gratis ongkir, cash on delivery

ABSTRACT This research aims to analyze the influence of live streaming, parasocial interaction, free shipping and cash on delivery on the impulsive buying of Tiktok Shop customers. The data used in this research is primary data. This research uses a quantitative approach with the population of Banda Aceh City. The total sample was 110 respondents taken using non-probability sampling techniques and purposive sampling methods. The data analysis technique uses multiple linear regression with the help of SPSS. The results of this research show that the variables live streaming, parasocial interaction, free shipping and cash on delivery have a simultaneous effect on impulsive buying. The results of the live streaming variable, parasocial interaction have a significant effect on repurchase interest, while the free shipping and cash on delivery variables do not have a significant effect on impulsive buying. Keywords: Live Streaming, Parasocial Interaction, Free Shipping, Cash on Delivery