ANALISIS PROMO FLASH SALE, E-WOM, DAN LIVE STREAMING TERHADAP IMPULSIVE BUYING PRODUK SKINCARE CAMILLE BEAUTY DI TIKTOK SHOP

Maulidya Adiffa Rahmadanti; Imas Sukaesih; Hani Hasanah

doi:10.34127/jrlab.v14i3.1721

Authors

Maulidya Adiffa Rahmadanti Universitas Islam Syekh Yusuf Tangerang
Imas Sukaesih Universitas Islam Syekh Yusuf Tangerang
Hani Hasanah Universitas Islam Syekh Yusuf Tangerang

DOI:

https://doi.org/10.34127/jrlab.v14i3.1721

Keywords:

Promo Flash Sale, E-WOM, Live Streaming, Impulsive Buying, Camille Beauty, TikTok Shop

Abstract

The Internet economy's explosive expansion has greatly transformed consumer behavior, particularly in the highly competitive beauty industry. This study aims to analyze the influence of Promo Flash Sale, Electronic Word of Mouth (E-WOM), and Live Streaming experiences on Impulsive Buying behavior among consumers of Camille Beauty skincare products on the TikTok Shop platform. 130 members of Generation Z who had bought Camille Beauty goods through TikTok Shop were given questionnaires as part of a survey procedure used in a quantitative research study. SmartPLS software was used to evaluate the data. The findings show that, both partially and simultaneously, Promo Flash Sales, E-WOM, and Live Streaming all significantly and favorably influence Impulsive Buying. These results provide firms with strategic implications for creating successful digital marketing strategies on social media platforms, especially TikTok Shop, to stimulate consumers’ impulse purchases. This study also contributes to the enrichment of literature on consumer behavior in the digital era.

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