PENGARUH LIVE STREAMING TERHADAP IMPULSE BUYING MELALUI FLOW EXPERIENCE DAN HEDONIC PLEASURE (Studi Pada Generasi Z Pengguna Aplikasi TikTok)

THE INFLUENCE OF LIVE STREAMING ON IMPULSE BUYING THROUGH FLOW EXPERIENCE AND HEDONIC PLEASURE (Study on Generation Z TikTok Application Users) By: Deden Gilang Hidayat NPM 203402179 Under the Guidence of: Kartawan R. Lucky Radi Rinandiyana The purpose of this study is to determine and analyze the influence of live streaming on impulse buying through flow experience and hedonic pleasure (study on gen z users of the tiktok application). The research method used is a survey method with a quantitative approach by distributing questionnaires to gen z users of the tiktok application. The type of data used is primary data and the sample in this study were 255 people. While the sample withdrawal technique uses purposive sampling technique. This technique involves selecting samples based on certain criteria or characteristics that are in accordance with the research objectives. The data collection technique used is a questionnaire method (questionnaire) given to respondents. The analysis tool in this study used Sructural Equation Modeling (SEM) analysis. The results of the analysis show that: (1) live streaming has an effect on flow experience, (2) live streaming has an effect on hedonic pleasure, (3) flow experience has an effect on impulse buying, (4) hedonic pleasure has an effect on impulse buying, and; (5) flow experience and hedonic pleasure mediates the relationship between live streaming and impulse buying.

Keywords: Live Streaming, Flow Experience, Hedonic Pleasure, Impulse Buying