THE EFFECT OF LIVE STREAMING AND PRODUCT BUNDLING ON IMPULSE BUYING DECISIONS FOR GLAD2GLOW PRODUCTS ON THE TIKTOK SHOP APPLICATION IN BOGOR REGENCY

Novita Ulan Dari; B.Retno Pratiwi Sakti

doi:10.61992/jiem.v8i2.359

Novita Ulan Dari
B.Retno Pratiwi Sakti Live Streaming, Product Bundling, Impulsive Buying, TikTok Shop, Glad2Glow

DOI: https://doi.org/10.61992/jiem.v8i2.359

Keywords: Live Streaming, Product Bundling, Impulsive Buying, TikTok Shop, Glad2Glow

Abstract

The development of digital technology has changed consumer behavior , especially in online shopping through social media . TikTok Shop utilizes live streaming and product bundling features as marketing strategies to attract consumer interest . Real-time interaction through live streaming and bundling offers are considered capable of encouraging impulsive buying behavior . This study aims to analyze the influence of live streaming and product bundling on impulsive buying decisions for Glad2Glow products on TikTok Shop in the Bogor Regency community . The study used a quantitative approach with a survey method of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using validity , reliability , hypothesis testing , and linear analysis . The results of the study are expected to contribute to the development of digital marketing science and become a reference for effective marketing strategies for business actors .

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