The Influence of Live Streaming, Influencer Marketing and Price Discounts on Impulse Purchases at Tiktok Shop in Jember Regency

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Impulse purchases were significantly influenced by live streaming and influencer marketing, showing clear consumer behavior trends.
The analysis revealed a 63% effect on impulse purchases attributed to live streaming, influencer marketing, and price discounts.
Data was gathered from 130 respondents using questionnaires, employing a non probability sampling approach with purposive selection.
Findings support the use of modern marketing techniques, highlighting their crucial role in influencing online shopping behaviors.

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Quantitative analysis shows that live streaming and influencer marketing positively affect impulse purchases, indicating key consumer trends.

Leonita et al. (2025) studied this question.

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Quantitative analysis shows that live streaming and influencer marketing positively affect impulse purchases, indicating key consumer trends.