IMPACT OF SHOPPING LIFESTYLE ON IMPULSE BUYING WITH SALES PROMOTION AS A MEDIATING VARIABLE IN TIKTOK LIVE STREAMING

Abstract

This study investigates the relationship between shopping lifestyle and impulsive buying, with sales promotion as a mediating variable, among active students at Jambi University.   The research identifies shopping lifestyle as the independent variable, impulsive buying as the dependent variable, and sales promotion as the intervening variable. This study employs a quantitative research method and utilizes primary and secondary data sources. Primary data were collected through questionnaires, while secondary data were sourced from literature reviews, including books, journals, and previous studies. A purposive sampling technique was employed to select 100 respondents. Data analysis was conducted using SmartPLS 4.1.0.3, incorporating methods such as outer loading, validity testing, reliability testing, inner model assessment, and hypothesis testing via bootstrapping. The analysis revealed the following results: 1) shopping lifestyle significantly and positively influences impulsive buying, 2) shopping lifestyle significantly and positively influences sales promotion, 3) sales promotion significantly and positively influence impulsive buying, and 4) shopping lifestyle significantly and positively influences impulsive buying through sales promotion. Based on these findings, it is recommended that marketing managers and retailers on TikTok enhance their marketing and promotional strategies by offering trendy, high-quality products. Furthermore, sellers are encouraged to fully leverage the live-streaming feature to boost sales and engagement in the future.