Almana : Jurnal Manajemen dan Bisnis Volume 9 No.
2/ August 2025: 345-354 p-ISSN: 2579-4892/ e-ISSN: 2655-8327 DOI: 10.
36555/almana.
The Effect of Live Streaming.
Hedonic Shopping, and Shopping Lifestyle on Impulsive Buying Through Price Discounts Ronal Donra Sihaloho*1.
Meslin Silahahi1.
Rina Handayani1.
Artika May Simanullang1 Universitas Sisingamangaraja XII Tapanuli Utara.
Indonesia 1 *Corresponding author: ronalsihaloho10@gmail.
Abstract: Tik-Tok Shop is a social media application that is widely liked by almost all levels of society, including young people, including regular students of Sisingamangaraja XII Tapanuli University (UNITA).
Many features are available in the Tik-Tok application, including tik-tok shop, which is given the convenience of conducting product/service buying and selling transactions such as live streaming, price discounts that can hypnotize all consumers.
Where initially just browsing, then continued to become impulsive buying and this will eventually become hedonic shopping and shopping lifestyle so that it has an impact on high consumption.
The number of samples used in this study was 86 people, using non-probability sampling techniques and using purposive sampling methods.
The data analysis method used is path analysis with SEM (Structural Equation Modelin.
The results of the study show that partially Live Streaming has no significant effect on Impulsive Buying, partially Live Streaming has a significant effect on Price Discount, partially Hedonic Shopping has a significant effect on Impulsive Buying, partially Hedonic Shopping has a significant effect on Price discount, partially Shopping Lifestyle has a significant effect on Impulsive Buying, partially Shopping Lifestyle has a significant effect on Price Discount, partially Price Discount has a significant effect on Impulsive Buying.
Live Streaming has a significant indirect effect on Impulsive Buying through Price Discount as an Intervening variable.
Hedonic Shopping has a significant indirect effect on Impulsive Buying through Price Discount as an Intervening variable, and Shopping Lifestyle has a significant indirect effect on Impulsive Buying through Price Discount as an Intervening variable.
Article History:
Submitted: July 15, 2025 Revised: August 05, 2025 Accepted: August 11, 2025 Published: 27 August, 2025 Keywords:
Hedonic Shopping Impulsive Buying Live Streaming Price Discounts Shopping Lifestyle Sihaloho.
Silahahi.
Handayani.
, & Simanullang.
The Effect of Live Streaming.
Hedonic Shopping.
and Shopping Lifestyle on Impulsive Buying Through Price Discounts.
Almana Jurnal Manajemen Bisnis, 9.
, https://doi.
org/10.
36555/almana.
INTRODUCTION
Current technological advances have shifted the way we shop.
Online shopping involves transactions using media or intermediaries, such as websites or social networking sites, to offer goods and services.
You don't need to sell your own products.
you simply need to provide a platform that connects sellers and buyers (Siallagan et al.
TikTok Shop is believed to be a fun and convenient shopping experience for brand owners, sellers, buyers, and users worldwide.
The more frequently you shop, the more you'll develop a desire to make purchases, which can trigger impulsive buying (Liska & Utami, 2.
Impulsive buying is a This work is licensed under a Creative Commons Attribution-NonCommercialNoDerivatives 4.
0 International License.
https://creativecommons.
org/licenses/by-nc-nd/4.
Almana : Jurnal Manajemen dan Bisnis p-ISSN: 2579-4892 e-ISSN: 2655-8327 consumer's tendency to buy spontaneously, reflexively, suddenly, and automatically (Rook & Fisher, 1.
One factor influencing impulsive buying behavior is live streaming (Huang & Wang, 2.
Live streaming shopping is one of the newest and fastest-growing marketing methods (Sun, et.
al, 2.
Impulsive buying also occurs due to a person's lifestyle towards fashion.
Shopping lifestyle is the way a person uses time and money for various products, services, technology, education, entertainment and fashion , (Japarianto & Sugiharto, 2.
Sometimes, in order to fulfill a lifestyle, a person tends to be more consumptive by purchasing products/services even though they do not match their needs and financial capabilities, (Meydila & Cempena, 2.
This is no exception for students of Sisingamangaraja XII Tapanuli University (UNITA), which is included in Generation Z.
This Generation Z is included in those who have high consumption and are vulnerable to purchasing products that are less relevant or even unnecessary, (Arda & Andriany, 2.
Another factor influencing impulsive buying is hedonic shopping value .
Hedonic shopping value describes the potential and value of shopping for consumers seeking pleasure and stress relief through shopping activities (Angraeni & Trisnani, 2.
Therefore, consumers often experience impulsive buying when driven by hedonic desires or other reasons beyond economic considerations, such as pleasure, fantasy, social, or emotional influences (Mooduto et al.
, 2.
A marketing strategy frequently employed by businesses is offering discounts or price cuts on certain products (Amalia, 2.
The various price discounts offered by TikTok Shop will delight consumers and encourage them to make impulsive purchases because they feel they are getting a significant benefit (Annur, 2.
This study aims to explore the consumer habits of regular students at Sisingamangaraja XII Tapanuli University (UNITA).
Theoretically, the study of impulsive buying behavior has long been a subject of interest in marketing and consumer behavior literature.
However, most existing theories such as the Stimulus-Organism-Response (S-O-R) model or the Theory of Planned Behavior were developed in the context of traditional retail or catalog based e-commerce.
The emergence of live streaming commerce on TikTok Shop introduces a new dimension involving real-time interactivity, influencer persuasion, and visual entertainment, which are not yet fully captured by existing theoretical frameworks.
Empirically, previous studies on impulsive buying behavior have largely focused on platforms such as Shopee.
Tokopedia.
Lazada, or Instagram Shopping.
In contrast, research that specifically investigates TikTok Shop, particularly its live streaming features, remains limitedAiespecially in the Indonesian context.
This is a notable gap, considering the platform's growing popularity among younger generations and its unique format that blends entertainment and commerce.
The conceptual framework of the influence of Live Streaming .
Hedonic Shopping .
and Shopping Lifestyle on Impulsive Buying through Price Discount is as follows:
The Effect of Live Streaming.
Hedonic Shopping.
and Shopping Lifestyle on Impulsive Buying Through Price Discounts Ronal Donra Sihaloho*1.
Meslin Silahahi1.
Rina Handayani1.
Artika May Simanullang1 Almana : Jurnal Manajemen dan Bisnis Volume 9 No.
2/ August 2025: 345-354 Live Streaming (X.
Hedonic Shopping (X.
Price Discount
(Z)
Impulsive Buying (Y) Shopping Lifestyle (X.
Figure 1.
Conceptual Framework Source: Data processed by the Author .
Based on the introduction, theory and previous research and referring to the research objectives, the following research hypothesis is proposed:
H 1 : Live Streaming has a significant effect on Impulsive Buying .
H 2 : Hedonic Shopping has a significant influence on Impulsive Buying .
H 3 : Shopping Lifestyle has a significant influence on Impulsive Buying .
H 4 : Price Discount has a significant effect on Impulsive Buying .
H 5 : Live Streaming has a significant effect on Price Discount .
H 6 : Hedonic Shopping has a significant effect on Price Discount .
H 7 : Shopping Lifestyle has a significant effect on Price Discount .
H 8 : Live Streaming has a significant effect on Impulsive Buying through Price Discount H 9 : Hedonic Shopping has a significant influence on Impulsive Buying through Price Discount .
H 10 : Shopping Lifestyle has a significant influence on Impulsive Buying through Price
Discount
METHODS
This study employed a quantitative approach, supported by a sample survey that collected data related to the research variables.
The population comprised 601 regular students at Sisingamangaraja XII Tapanuli University (UNITA).
The sampling technique used was non-probability sampling , employing a purposive sampling method.
The following requirements were applied to the sample: .
Regular students of Sisingamangaraja XII Tapanuli University (UNITA).
Not married yet.
Have you ever shopped more than 2 times on the Tik-Tok Shop application.
Determination of the number of samples using the Slovin formula, obtained as many as 86 people.
The data collection technique used in this study was to create a list of statements given to regular students of Sisingamangaraja XII Tapanuli University (UNITA).
Then, interviews were conducted with regular students and related departments in charge of student affairs at Sisingamangaraja XII Tapanuli University (UNITA).
Furthermore, a documentation study was conducted to collect relevant data that supported this research, such as the number of regular students and other data available at Sisingamangaraja XII Tapanuli University (UNITA).
Website: http://journalfeb.
id/index.
php/almana/article/view /2885 Almana : Jurnal Manajemen dan Bisnis p-ISSN: 2579-4892 e-ISSN: 2655-8327 The data analysis technique used in this study is descriptive statistics.
Descriptive statistics are statistics used to analyze data by describing or depicting the collected data as it is without the intention of drawing general conclusions (Sugiono, 2.
Based on this understanding, data analysis using a quantitative descriptive approach aims to provide an understanding of the situation that occurs or applies to the research object.
The hypothesis testing technique in this study uses path analysis with SEM (Structural Equation Modelin.
SmartPLS version 4.
RESULTS AND DISCUSSION
Convergent Validity Convergent validity is a measure of the correlation between a construct and a latent Convergent validity can be measured using the AVE factor and loading factor values (Fauzi et al .
, 2.
The following are the results of hypothesis testing using partial last squares analysis with SmartPLS version 4, showing the schematic form of the PLS program model being tested, is to use first order.
Figure 2.
Results of the First Convergent Validity Data Processing Source: Data processed by the Author .
In Figure 2, the results of convergent validity testing can be seen using each indicator in each variable, namely Q1.
Q2.
Q3.
Q4, and Q5 ( Live Streaming ).
P1.
P2.
P3.
P4.
P5, and P6 ( Hedonic Shopping ).
N1.
N2.
N3.
N4.
N5, and N6 ( Shopping Lifestyle ).
Y1.
Y2.
Y3.
Y4, and Y5 ( Impulsive Buying ), and Z1.
Z2.
Z3, and Z4 ( Price Discount ).
The Effect of Live Streaming.
Hedonic Shopping.
and Shopping Lifestyle on Impulsive Buying Through Price Discounts Ronal Donra Sihaloho*1.
Meslin Silahahi1.
Rina Handayani1.
Artika May Simanullang1 Almana : Jurnal Manajemen dan Bisnis Volume 9 No.
2/ August 2025: 345-354 indicator can be said to meet convergent validity well if it has an outer loading value of more than 0.
Based on each indicator of the research variables that have been tested above, there is one indicator that has a value below 0.
7, which is 0.
697 so that researchers need to delete indicators that have a value below 0.
7, namely indicator Q1 in the Live Streaming variable.
Therefore, the author must delete invalid indicators and Figure 3.
Results of Second Convergent Validity Data Processing Source: Data processed by the Author .
Based on Figure 3.
The results of the second convergent validity test , it can be seen that all indicators have an outer loading above 0.
7, so that all questionnaire statement indicators in this study have met the convergent validity criteria and are declared valid.
Reliability Test Convergent validity tests, reliability testing is also necessary.
Reliability testing is carried out using the Average Variance Extracted indicator.
(AVE) which must have a value of more than 0.
5 so that the model used is better, (Ghozali, 2.
Website: http://journalfeb.
id/index.
php/almana/article/view /2885 Almana : Jurnal Manajemen dan Bisnis p-ISSN: 2579-4892 e-ISSN: 2655-8327 Table 1.
Reliability Test Results Cronbach's Hedonic Shopping Impulsive Buying Live Streaming Price Discount 0.
Shopping Lifestyle Composite reliability .
Composite reliability .
Average extracted (AVE) Source: Data processed by the Author .
From table 1 above, it can be seen that the level of reliability of the variables Live streaming.
Hedonic Shopping.
Shopping Lifestyle.
Price discount and Impulsive Buying has good reliability because all of them are above 0.
70 with composite reliability > 0.
and overgent validity indicated by AVE which is > 0.
Table 2.
Cross Loading Test Results Hedonic Shopping Impulsive Buying Live Streaming Price Discount Source: Data processed by the Author .
Shopping Lifestyle Based on Table 2 above, it can be seen that all indicator items in the cross loading are above 0.
70, meaning that all outer models are fulfilled.
The Effect of Live Streaming.
Hedonic Shopping.
and Shopping Lifestyle on Impulsive Buying Through Price Discounts Ronal Donra Sihaloho*1.
Meslin Silahahi1.
Rina Handayani1.
Artika May Simanullang1 Almana : Jurnal Manajemen dan Bisnis Volume 9 No.
2/ August 2025: 345-354 Table 3.
Adjusted R-Square Impulsive Buying Price Discount R-square R-square adjusted Source: Data processed by the Author .
Based on table 3.
R- Square Adjusted, it can be seen that the R- Square Adjusted on the Impulsive Buying variable is 0.
868 or 86.
8%, meaning that the influence of Live Streaming.
Hedonic Shopping.
Shopping Lifestyle .
and Price Discount on Impulsive Buying on UNITA regular students is 86.
8% and the remaining 13.
2% is influenced by other factors not examined in this study.
Then it can be seen that the R- Square Adjusted on the Price Discount variable is 0.
791 or 79.
1%, meaning that the influence of Live Streaming.
Hedonic Shopping .
and Shopping Lifestyle on Price Discount on UNITA regular students is 79.
1% and the remaining 20.
9% is influenced by other factors not examined in this study.
Table 4.
Path Coefficients Original Sample Standard deviationT sample (O) mean (M) (STDEV) (|O/STDEV|) Hedonic Shopping ->0.
4,088
Impulsive Buying Hedonic Shopping ->0.
2,941
Price Discount Live Streaming ->0.
1,025
Impulsive Buying Live Streaming ->0.
3,446
Price Discount Price Discount ->0.
3,686
Impulsive Buying Shopping Lifestyle ->0.
3,806
Impulsive Buying Shopping Lifestyle ->0.
3,690
Price Discount Source: Data processed by the Author .
Based on table 4.
above, the results of partial influence can be presented, where, the influence of Live Streaming on Impulsive Buying with a T-Statistics value of 1.
025 and a p-Value value of 0.
308 is greater than the significant level of 0.
This means that there is no partial significant influence of Live Streaming on Impulsive Buying in UNITA regular Then the influence of Price Discount on Impulsive Buying with a T-Statistics value of 3.
686 and a p-Value value of 0.
000 is smaller than the significant level of 0.
This means that there is a partial significant influence of Price Discount on Impulsive Buying in UNITA regular students.
Then the influence of Live Streaming on Price Discount with a T-Statistics value of 3.
446 and a p-Value value of 0.
001 is smaller than the significant level of 0.
This means that there is a partial significant influence of Live Streaming on Price Discount in UNITA regular students.
Then the influence of Shopping Lifestyle on Impulsive Buying with a T-Statistics value of 3.
806 and a p-Value value of 000 smaller than the significant level of 0.
This means that there is a partial significant influence of Price Discount on Impulsive Buying in UNITA regular students.
Then the influence of Shopping Lifestyle on Price Discount with a T-Statistics value of 690 and a p-Value value of 0.
000 smaller than the significant level of 0.
This means that there is a partial significant influence of Shopping Lifestyle on Price Discount in UNITA regular students.
Then the influence of Hedonic Shopping on Impulsive Buying Website: http://journalfeb.
id/index.
php/almana/article/view /2885 Almana : Jurnal Manajemen dan Bisnis p-ISSN: 2579-4892 e-ISSN: 2655-8327 with a T-Statistics value of 4.
088 and a p-Value value of 0.
000 smaller than the significant level of 0.
This means that there is a partial significant influence of Hedonic Shopping on Impulsive Buying in UNITA regular students.
Then, the influence of Hedonic Shopping on Price Discount with a T-Statistics value of 2.
941 and a p-Value of 0.
004 is smaller than the significance level of 0.
This means that there is a partial significant influence of Hedonic Shopping on Price Discount in UNITA regular students.
Table 5.
Specific Indirect Effects Original sample (O) Shopping Lifestyle Price Discount Impulsive Buying Hedonic Shopping Price Discount Impulsive Buying Live Streaming Price Discount Impulsive Buying Sample meanStandard (M) (STDEV) statisticsP values (|O/STDEV|) 2,572 ->0.
2,305
->0.
2,593
->0.
Source: Data processed by the Author .
Based on table 5.
above, the results of the indirect effect can be presented, where the influence of Shopping Lifestyle on Impulsive Buying through Price Discount with a TStatistics value of 2.
572 and a p-Value of 0.
012 which is smaller than the significance level of 0.
This means that Shopping Lifestyle has an indirect and significant influence on Impulsive Buying through Price Discount on regular UNITA students.
Then the influence of Hedonic Shopping on Impulsive Buying through Price Discount with a T-Statistics value of 2.
305 and a p-Value of 0.
023 which is smaller than the significance level of 0.
This means that Hedonic Shopping has an indirect and significant influence on Impulsive Buying through Price Discount on regular UNITA students, this is in line with research conducted by Rafi'ah Al Adawiyah & Helmi Haris .
Then, the influence of live streaming on impulsive buying through price discounts, with a t-statistic value of 2.
593 and a p-value of 0.
011, is smaller than the 0.
significance level.
This means that live streaming has an indirect and significant influence on impulsive buying through price discounts in regular UNITA students, which is in line with research conducted by Rafi'ah Al Adawiyah & Helmi Haris .
CONCLUSION
Based on the results of previous research and the discussions conducted, several conclusions can be drawn.
Partially.
Live Streaming has a significant effect on Impulsive Buying among regular students at UNITA.
Similarly.
Hedonic Shopping significantly influences Impulsive Buying, indicating that shopping for pleasure contributes to impulsive purchasing behavior.
In addition.
Shopping Lifestyle is also found to have a significant impact on Impulsive Buying, suggesting that students' shopping habits are closely associated with their tendency to make spontaneous purchases.
Furthermore.
Price Discount has a partial and significant effect on Impulsive Buying, which highlights that discounted prices serve as a strong motivator for impulsive buying decisions.
Beyond that.
Live Streaming.
Hedonic Shopping, and Shopping Lifestyle each show a significant partial effect on Price Discount, indicating that these factors contribute to how students perceive and respond to price reductions.
Indirectly.
Live Streaming influences Impulsive Buying through Price Discounts, suggesting that the appeal of discounts presented in live The Effect of Live Streaming.
Hedonic Shopping.
and Shopping Lifestyle on Impulsive Buying Through Price Discounts Ronal Donra Sihaloho*1.
Meslin Silahahi1.
Rina Handayani1.
Artika May Simanullang1 Almana : Jurnal Manajemen dan Bisnis Volume 9 No.
2/ August 2025: 345-354 streaming content enhances the likelihood of impulsive purchases.
The same pattern is observed with Hedonic Shopping and Shopping Lifestyle, both of which significantly affect Impulsive Buying through Price Discounts.
Therefore.
Price Discount acts as a mediating variable that strengthens the relationship between consumer behavior factors and impulsive buying tendencies among regular students at UNITA.
REFERENCES