The Effect of Live Streaming Sales and Store Atmosphere Digital on Generation Z Impulsive Buying Decisions in TikTok Shop (A Case Study in Kelurahan Abianbase)
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Abstract
This study aims to determine the partial and simultaneous effects of live streaming sales and store atmosphere digital on impulsive buying decisions among Generation Z at TikTok Shop. Conducted in Kelurahan Abianbase, this quantitative research utilized a purposive sampling method, gathering primary data from 130 respondents through structured questionnaires. The data were analyzed using multiple linear regression. The results demonstrated that live streaming sales exerted a positive and significant effect on impulsive buying. Similarly, store atmosphere digital had a positive and significant impact. Simultaneously, both variables significantly enhanced impulsive buying decisions. Strategic recommendations include standardizing real-time information delivery during live sessions and establishing a uniform visual design for digital stores.
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How to Cite
Segara, I. G. N. B., Sanjaya, I. G. N., & Parwita, W. G. S. (2026). The Effect of Live Streaming Sales and Store Atmosphere Digital on Generation Z Impulsive Buying Decisions in TikTok Shop (A Case Study in Kelurahan Abianbase). ProBisnis : Jurnal Manajemen, 17(4), 2011–2019. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1624
References
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Xue, Y., Feng, T., & Wu, C. (2024). How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers. Frontiers in Psychology, 15.
Yang, J., Cao, C., Ye, C., & Shi, Y. (2022). Effects of interface design and live atmosphere on consumers’ impulse-buying behaviour from the perspective of human-computer interaction. Sustainability, 14(12).
You, L., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13.
Astiti, N., & Rachman, M. Y. (2024). Analisis motivasi belanja hedonis dan promosi penjualan pada pembelian impulsif konsumen Shopee di Kota Banjarmasin. Jurnal Pendidikan Tambusai, 8(1), 8354–8361.
Cai, Y., Xia, X., & Chae, S. W. (2024). How social and media cues induce live streaming impulse buying? SOR model perspective. Frontiers in Psychology.
Elfera, S. S., Sugiana, D., & Bakti, I. (2024). Pengaruh iklan live streaming Shopee terhadap keputusan pembelian dimoderasi oleh sikap. Jurnal Riset Komunikasi, 7(2), 176–187.
Fazil, T. N., Nur, M., & Zulfikar, Z. (2024). Sistem atmosfer website toko online, kualitas layanan dan jaminan terhadap emosional konsumen aplikasi Shopee. MAFEBIS: Jurnal Manajemen, Akuntansi Dan Bisnis, 2(1), 44–58.
Firhan, R., & Nio, S. R. (2021). Hubungan regulasi diri dengan pembelian impulsif remaja putri Bukittinggi terhadap produk pakaian. Jurnal Pendidikan Tambusai, 5(2), 3737–3743.
Gao, H., Chen, X., Gao, H., & Yu, B. (2022). Understanding Chinese consumers’ livestreaming impulsive buying: An stimulus-organism-response perspective and the mediating role of emotions and Zhong Yong tendency. Frontiers in Psychology, 13.
Hagger, M. S., & Hamilton, K. (2025). Progress on theory of planned behavior research: Advances in research synthesis and agenda for future research. Journal of Behavioral Medicine, 48, 43–56.
Huang, Z., & Benyoucef, M. (2022). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 174.
Li, Y. (2024). The role of live streamers in consumers’ impulse purchase behavior: Evidence from live streaming scenario. BMC Psychology.
Ngo. (2025). Key determinants of online impulse buying behavior: A study from TikTok Shop. Acta Psychologica.
Obadă, D.-R., & Țugulea, O. (2024). What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory. Frontiers in Communication, 9.
Ortiz, J. A. F., De Los M. Santos Corrada, M., Lopez, E., Dones, V., & Feliberty Lugo, V. (2023). Don’t make ads, make TikTok’s: Media and brand engagement through Gen Z’s use of TikTok and its significance in purchase intent. Journal of Brand Management, 30, 535–549.
Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons, 64(5), 599–610.
Renita, I., & Astuti, B. (2022). Pengaruh program flash sale terhadap pembelian impulsif dan shopping enjoyment pada mahasiswa di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(4), 109–120.
Rosenberg, H., Blondheim, M., & Sabag-Ben Porat, C. (2025). Who in the world is Generation Z? The rise of mobile natives and their socio-technological identity. Societies, 15(11).
Selviani, D., Afriyani, F., & Setiawan, B. (2025). Pengaruh live streaming dan endorsement influencer terhadap keputusan pembelian di marketplace Tiktok Shop. Jurnal Disrupsi Bisnis, 8(5), 568–574.
Shafly, L. N., & Dewanti, R. L. (2023). Pengaruh atmosfer situs dan kemudahan penggunaan terhadap emotional arousal serta dampaknya terhadap keputusan pembelian pada situs e-commerce. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 6(4), 430–445.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2023). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 57.
Tania, S. (2024). Exploring Indonesian generation Z motivation in accessing social media live stream shoppertainment. Interaksi: Jurnal Ilmu Komunikasi, 13(2), 336–350.
Wang, P. W., & Chapa, S. (2022). Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19. Frontiers in Psychology, 13.
Xue, Y., Feng, T., & Wu, C. (2024). How technical and situational cues affect impulse buying behavior in social commerce? Evidence from bored consumers. Frontiers in Psychology, 15.
Yang, J., Cao, C., Ye, C., & Shi, Y. (2022). Effects of interface design and live atmosphere on consumers’ impulse-buying behaviour from the perspective of human-computer interaction. Sustainability, 14(12).
You, L., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13.