The Impact of Live Shopping and Affiliate Marketing on Impulse Buying on the TikTok Shop App (A Study of Broguy Store)

Reza Amelia; Rahmadi Rahmadi

doi:10.55927/ministal.v5i2.14

Authors

Reza Amelia Universitas Swadaya Gunung Jati
Rahmadi Rahmadi Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.55927/ministal.v5i2.14

Keywords:

Live Shopping, Affiliate Marketing, Impulse Buying, TikTok Shop

Abstract

The development of live shopping and affiliate marketing features on the TikTok Shop app has changed consumer shopping behavior patterns, particularly in encouraging impulse buying. This study aims to analyze the influence of live shopping and affiliate marketing on impulse buying on TikTok Shop, using Broguy Store as a case study. This study used a quantitative approach with a survey method of Broguy Store consumers who had made purchases through TikTok Shop. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results showed that live shopping and affiliate marketing had a positive and significant effect on impulse buying. In addition, consumer trust was shown to play an important role in strengthening the influence of both variables on impulse buying behavior. These findings indicate that direct interaction, attractive promotions, and credible affiliate recommendations can increase trust and encourage spontaneous consumer purchasing decisions. This research is expected to provide practical contributions for business actors in optimizing marketing strategies through live shopping and affiliate marketing features on TikTok Shop.

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