| dc.contributor.advisor | Astuti, Vivien Febri | |
| dc.contributor.author | Jahro, Anisa Alifah | |
| dc.date.accessioned | 2026-07-17T04:26:41Z | |
| dc.date.available | 2026-07-17T04:26:41Z | |
| dc.date.issued | 2026 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/174943 | |
| dc.description.abstract | Teknologi digital saat ini sudah sangat berkembang pesat, munculnya TikTok live yang menggabungkan aktivitas belanja dan hiburan melalui konsep shoppertainment. Penelitian ini bertujuan untuk menganalisis pengaruh elemen shoppertainment TikTok live terhadap impulse buying Generasi Z Kota Bogor pada produk fashion dan beauty. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang aktif menggunakan TikTok dan pernah melakukan pembelian melalui TikTok live. Analisis data dilakukan menggunakan regresi linier sederhana dan uji t dengan bantuan SPSS versi 29. Hasil penelitian menunjukkan bahwa elemen shoppertainment TikTok live berpengaruh positif dan signifikan terhadap impulse buying dengan nilai signifikansi 0,000 (<0,05) dan t hitung 9,684. Koefisien determinasi menunjukkan kontribusi sebesar 48,9%. Temuan ini menunjukkan bahwa semakin tinggi elemen shoppertainment yang ditampilkan, semakin tinggi kecenderungan Generasi Z melakukan pembelian impulsif melalui TikTok live. | |
| dc.description.abstract | The development of digital technology has encouraged the emergence of
TikTok Live, which combines shopping and entertainment activities through the
concept of shoppertainment. This study aims to analyze the effect of TikTok Live
shoppertainment elements on impulse buying behavior among Generation Z in
Bogor City for fashion and beauty products. This research employed a quantitative
approach using a survey method involving 100 respondents who actively use TikTok
and have made purchases through TikTok Live. Data were analyzed using simple
linear regression and the t-test with SPSS version 29. The results indicate that
TikTok Live shoppertainment elements have a positive and significant effect on
impulse buying behavior, with a significance value of 0.000 (<0.05) and a t-value
of 9.684. The coefficient of determination shows that shoppertainment elements
contribute 48.9% to impulse buying behavior. These findings suggest that the
higher the level of shoppertainment elements presented during TikTok Live sessions,
the greater the tendency of Generation Z consumers to make impulsive purchases. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Elemen Shoppertainment Tiktok Live Terhadap Impulse Buying Generasi Z Kota Bogor (Studi Fashion Beauty) | id |
| dc.title.alternative | The Influence of TikTok Live Shoppertainment Elements on Generation Z Impulse Buying in Bogor City: A Study of Fashion and Beauty Products | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Generasi Z | id |
| dc.subject.keyword | fashion dan beauty | id |
| dc.subject.keyword | impulse buying | id |
| dc.subject.keyword | shoppertainment | id |
| dc.subject.keyword | TikTok Live | id |
| dc.subtype | Undergraduate Theses | |
