Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live
Sandra Putri Kaniati,
Adila Sosianika,
Lina Setiawati
Abstract:The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organis… Show more
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