August 11, 2025

The Effect of Sales Promotion and Social Presence on Impulse Buying on Live Shopping Tiktok for Fashion Products for Millennial Generation Women in Medan City with Emotional Response as a Mediating Variable

Key Points

Impulse buying increases with effective sales promotion and social presence, leading to notable consumer behavior changes.
Key evidence shows both factors positively influence impulse buying through emotional response, boosting engagement.
Using SEM-PLS analysis, this observational study highlights significant relationships among marketing strategies and consumer responses.
Enhancing social interactions during TikTok live shopping may drive higher impulse purchases, particularly among Millennial women in fashion.

Abstract

TikTok live streaming shopping is an effective sales strategy that combines limited-time promotions and strong social presence to influence consumer behavior. This study, using non-probability judgmental sampling and SEM-PLS analysis, examines the impact of Sales Promotion and Social Presence on Impulse Buying, with Emotional Response as an intervening variable. The results show that both Sales Promotion and Social Presence have direct and indirect positive effects on Impulse Buying through Emotional Response. Therefore, enhancing promotions and social interaction during live streaming can trigger emotional responses that lead to impulsive purchasing behavior

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Cite This Study

Nasution et al. (Wed,) studied this question.

synapsesocial.com/papers/68a360e00a429f79733292c9 https://doi.org/https://doi.org/10.55927/ijabm.v4i3.386

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