Triggering Factors of Impulsive Buying Among Generation Z on TikTok Shop: A Case Study in Bandung Regency

Abstract

This study examines the influence of live streaming interactivity and limited-time offers on impulsive buying behavior among Generation Z consumers on TikTok Shop in Bandung Regency. Social commerce growth has created new patterns of unplanned purchasing among young consumers aged 17 to 27 years. A quantitative explanatory design was applied with 140 valid respondents selected via purposive sampling. Data were gathered through online questionnaires distributed over four weeks. Multiple linear regression was used to test three hypotheses. Live streaming interactivity significantly and positively influences impulsive buying (t = 5.210, β = 0.432, p < 0.05); limited-time offers also show a significant positive effect (t = 4.670, β = 0.389, p < 0.05). Simultaneously, both variables explain 56.8 percent of impulsive buying variance (F = 58.234, R² = 0.568, p < 0.05). Live streaming interactivity is the more dominant predictor. Grounded in the Stimulus-Organism-Response framework, these findings contribute theoretically to social commerce literature and provide practical guidance for TikTok Shop sellers to design more engaging live sessions and effective time-bound promotions targeting Generation Z consumer.