Eksplorasi Perilaku Impulsive Buying pada Fenomena Live Shopping TikTok: Studi kasus Fenomenologi pada Mahasiswa

Abstract

The growth of social commerce through TikTok Live Shopping has transformed consumer purchasing behavior by providing an interactive shopping experience. Promotional strategies, including discounts, vouchers, and free shipping, may encourage impulsive buying, particularly among university students. This study aims to explore students' lived experiences of impulsive buying during TikTok Live Shopping. A qualitative phenomenological approach was employed. Data were collected through a literature review and semi-structured interviews with two university students selected using purposive sampling. The data were analyzed through data reduction, data presentation, interpretation, and conclusion drawing. The findings indicate that impulsive buying is influenced by internal factors, including emotional states and the desire to own products, as well as external factors such as competitive prices, discounts, vouchers, free shipping, and customer reviews. Although impulsive purchases provide emotional satisfaction, they may also lead to post-purchase regret and affect students' financial management. These findings highlight the importance of self-control and financial literacy in promoting responsible consumer behavior in the digital marketplace.