The Influence Of Social Presence On Impulsive Buying Of Wardah Cosmetics Products On Tiktok Live

Angeline Aderica Wahyudi; Roslina

doi:10.63922/ijebir.v5i04.5394

Angeline Aderica Wahyudi Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia
Roslina Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5394

Keywords: Social Presence of Live Streamer, Social Presence of Other Viewers, Social Presence of Product, Impulsive Buying, TikTok Live.

Abstract

The rapid growth of live streaming commerce on TikTok has created a more interactive shopping experience that may encourage impulsive buying behavior. This study aims to examine the influence of Social Presence of Live Streamer, Social Presence of Other Viewers, and Social Presence of Product on Impulsive Buying among consumers of Wardah cosmetic products on TikTok Live. This study employed a quantitative approach using a survey method involving 120 respondents who had watched Wardah TikTok Live sessions and purchased Wardah products through TikTok Shop. The sampling technique used was purposive sampling, and the data were analyzed using multiple linear regression with IBM SPSS Statistics 29. The results indicate that Social Presence of Live Streamer, Social Presence of Other Viewers, and Social Presence of Product have positive and significant effects on Impulsive Buying, both partially and simultaneously. Among the three independent variables, Social Presence of Product has the strongest influence on impulsive buying behavior. These findings suggest that the stronger consumers perceive the social presence created by the live streamer, other viewers, and the product during TikTok Live sessions, the greater their tendency to make spontaneous purchases. This study is expected to provide insights for companies in optimizing live streaming marketing strategies by enhancing host interaction, encouraging consumer engagement, and presenting products more attractively to stimulate impulsive buying behavior.

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