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Abstract

Penelitian ini mereplikasi dari paper referensi utama “Impulse buying tendency in
live-stream commerce” dengan mengalihkan fokus dari live-stream commerce secara
umum ke platform TikTok Shop Live di Indonesia, karena platform ini mengalami
pertumbuhan signifikan dan menjadi favorit generasi muda. Berdasarkan data We Are
Social (2024), lebih dari 70% pengguna TikTok di Indonesia berusia 16–24 tahun, dan 1
dari 3 pengguna TikTok mengaku pernah berbelanja langsung dari fitur live streaming.
Populasi penelitian disesuaikan ke pengguna Indonesia berusia 17–25 tahun untuk
meningkatkan relevansi konteks. Selain itu, instrumen survei diterjemahkan dan diadaptasi
menggunakan bahasa yang lebih akrab secara lokal agar mudah dipahami. Fokus tetap
pada variabel utama—frekuensi menonton, kecenderungan pembelian impulsif, emosi
yang diantisipasi, dan keputusan pembelian—namun diterapkan dalam skenario promo
kelangkaan khas TikTok Shop. Dengan perubahan ini, penelitian menjadi lebih kontekstual
dan memberika

Keywords

Impulse Buying TikTok Shop Live Commerce Regret Rejoice Viewing Frequency

Article Details

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite
Nabila, H., Augie Bryan Athalla, Erwin Gilang Samudra, Muhammad Syah Rizal, & Virdha Rahma Aulia. (2025). Research Article / Artikel Penel Mengungkap Kecenderungan Belanja Impulsif di TikTok Shop: Sinergi antara Frekuensi Menonton dan Emosi Antisipatif dalam Konteks Promo Terbatas. Jurnal Profesi Insinyur Universitas Lampung, 6(1). https://doi.org/10.23960/jpi.v6n1.170
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