Pengaruh Price Promotion Dan Consumer Streamer Interaction Terhadap Impulse Buying Melalui Perceived Risk Sebagai Variabel Mediasi Pada Tiktok Live Streaming 

The Effect of Price Promotion and Consumer Streamer Interaction on Impulse Buying Through Perceived Risk as a Mediating Variable on TikTok Live Streaming

Kemudahan mengakses internet dapat menjadikan alasan melakukan Impulse Buying. Tujuan pada penelitian ini yaitu untuk mengetahui pengaruh Price Promotion dan Consumer Streamer Interaction, Perceived Risk, dan Impulse Buying. Dalam penelitian ini menggunakan metode Purposive Sampling, yang menggunakan 200 responden serta menggunakan teknik analisis data Structural Equation Model (SEM) dengan menggunakan metode analisis Partial Least Square (PLS) dengan software Smart-PLS 3.0. Kriteria responden pada penelitian ini yaitu konsumen yang sering melakukan pembelian produk makanan secara spontan melalui Live Streaming Tiktok. Hasil penelitian ini menunjukkan adanya pengaruh Price Promotion terhadap Impulse Buying, Consumer Streamer Interaction terhadap Impulse Buying, Price Promotion terhadap Perceived Risk, Consumer Streamer Interaction terhadap Perceived Risk, serta Perceived Risk terhadap Impulse Buying. Pada penelitian ini diharapkan para UMKM dapat mengoptimalkan strategi pemasaran dengan cara sering melakukan interaksi dengan konsumen melalui berbagai media selain menggunakan fitur Live Streaming.

Keywords : Price Promotion, Consumer Streamer Interaction, Perceived Risk, Impulse Buying, Live Streaming, Tiktok.

Ease of accessing the internet can be a reason for doing Impulse Buying. The purpose of this study is to determine the effect of Price Promotion and Consumer Streamer Interaction, Perceived Risk, and Impulse Buying. This study used the Purposive Sampling method using 200 respondents and using the Structural Equation Model (SEM) data analysis technique using the Partial Least Square (PLS) analysis method with Smart-PLS 3.0 software. The respondent criteria in this study were consumers who often make spontaneous purchases of food products through Tiktok Live Streaming. The results of this study indicate the influence of Price Promotion on Impulse Buying, Consumer Streamer Interaction on Impulse Buying, Price Promotion on Perceived Risk, Consumer Streamer Interaction on Perceived Risk, and Perceived Risk on Impulse Buying. In this study, it is hoped that UMKM can optimize their marketing strategies by frequently interacting with consumers through various media in addition to using the Live Streaming feature.

Keywords : Price Promotion, Consumer Streamer Interaction, Perceived Risk, Impulse Buying, Live Streaming, Tiktok.