Analisis Pembelian Impulsif Di Live Streaming Shopping Tik Tok: Perspektif St…

ABSTRACT This research investigates factors influencing impulsive buying during TikTok livestream shopping, using the Stimulus-Organism-Response (SOR) model. The study aims to identify how demands, convenience, interactivity, and playfulness during livestreams affect consumer enjoyment and impulsive buying behavior. This research is novel in its focus on livestream shopping behavior in a S…