THE INFLUENCE OF LIVE STREAMING AND FREE SHIPPING ON IMPULSE BUYING OF THRIFTING PRODUCTS ON TIKTOK SHOP
Abstract
The digital age has drastically altered how we go about our daily lives, jobs, and social interactions. Major changes have occurred in communication methods and information dissemination, demonstrated by increased internet usage to access social media. Social media is an online platform that supports individual creativity and ideas and enables long-distance communication such as the TikTok platform. This study aims to determine whether Live streaming and Free Shipping influence Impulse Buying Thrifting TikTok Shop. The research employs a quantitative methodology. Information was gathered via online surveys conducted with customers from the Cirebon city region who had bought secondhand fashion items. Random sampling method was used for sampling and Hair formula calculation obtained 150 respondents. Structural Equation Modeling - Partial Least Square (SEM-PLS) was utilized for the analysis. It was found from the results that Live Streaming and Free Shipping both play a significant role in influencing Impulse Buying. This shows that both independent variables together influence consumer minds to make impulsive purchases of TikTok Shop thrifting products with a stronger influence on Impulse Buying obtained from the Free Shipping variable. This shows that Free shipping allows influencing consumer minds to buy thrifting products impulsively, because Free Shipping reduces additional costs that often become buyer considerations when buying something. The results show that combining interactive features such as live streaming and economic incentives such as free shipping can create a shopping environment that encourages impulsive shopping activities, especially for products purchased through hunting. Therefore, in the technology-based economy era, marketing strategies that focus on interactivity and cost incentives are very important to increase sales rates on digital platforms.
References
Adella, G. S., Fadzillah, D., Putra, B. L., & Rahmadi, R. (2024). The Impact Of Brand Awarness, Brand Loyalty And Brand Image On Interest In Buyıng Skıntıfıc Skıncare Products In The Lazada Marketplace (Case Study Of Lazada Consumer In Cırebon Cıty). Asian Journal of Management, Entrepreneurship and Social Science, 4(02), 967–982. https://doi.org/10.63922/ajmesc.v4i02.786
Amasuba, A. O., & Apriani, A. (2024). The Dynamics of Impulse Buying: Exploring the Impact of Price Discounts, Time Pressure, Easy of Transaction, and Price Perception on Shopee Live. Dinasti International Journal of Economics, Finance & Accounting (DIJEFA), 5(5), 4888–4895. https://doi.org/10.38035/dijefa.v5i5.3418
Ardiyanti, V. D. (2023). The effect of TikTok live streaming shopping on impulse buying behavior in the 2023 global crisis. Asian Journal of Logistics Management, 2(1), 1–6. https://doi.org/10.14710/ajlm.2023.18050
Asari, A., Zulkarnaini, Hartatik, Anam, A. C., Suparto, Litamahuputty, J. V., Dewadi, F. M., Prihastuty, D. R., Maswar, Syukrilla, W. A., Murni, N. S., & Sukwika, T. (2023). Pengantar statistika (M. . Andi Asari (ed.)). PT Mafy Media Literasi Indonesia.
Atrian, A., & Sholihah, E. (2024). Pengaruh Flash Sale, Website Quality dan Promosi Gratis Ongkir Terhadap Impulse Buying di Marketplace Online Shopee: (Studi Kasus pada Mahasiswa Pengguna Shopee di STIE STEKOM KARTASURA). Dinamika: Jurnal Manajemen Sosial Ekonomi, 4(1), 44–53. https://doi.org/10.51903/dinamika.v4i1.414
Chao-Hsing, L., & Chien-Wen, C. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7), e28347. https://doi.org/10.1016/j.heliyon.2024.e28347
Guo, F., & Liu, Y. (2023). The effectiveness of membership-based free shipping: An empirical investigation of consumers’ purchase behaviors and revenue contribution. Journal of Marketing, 87(6), 869–888. https://doi.org/10.1177/00222429231158116
Hady, I. F., Izzuddin, A., & Wibowo, Y. G. (2024). The Influence 0f Shopping Lifestyle, Fashion Involvement, Discount, Live Streaming Shopping, and Payment Methods on Impulse Buying Fashion Products on The Shopee Marketplace. Jurnal Comparative: Ekonomi Dan Bisnis, 6(3), 455–470. https://doi.org/10.31000/combis.v6i3.11447.g5192
Hair, Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
Hayu, R. S., & Arianto, D. (2023). The Effect of Shopping Lifestyle, E-Payment and Free Shipping Promotion of Impulse Buying On TikTok Shop Users in Indonesia. International Research Journal of Economics and Management Studies IRJEMS, 2(2). https://doi.org/10.56472/25835238/IRJEMS-V2I2P102
Huang, W.-H., Shen, G. C., & Liang, C.-L. (2019). The effect of threshold free shipping policies on online shoppers’ willingness to pay for shipping. Journal of Retailing and Consumer Services, 48, 105–112. https://doi.org/10.1016/j.jretconser.2019.01.015
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumer’s impulse buying behavior in live-streaming shopping: An interactive research based upon SOR model. Sage Open, 13(2), 21582440231172680. https://doi.org/10.1177/21582440231172678
Imron, A., Ariyanti, R., & Octaviana, V. (2024). Pengaruh Affiliate Marketing, Live Streaming, Program Gratis Ongkos Kirim Dan Flash Sale Terhadap Keputusan Pembelian di Tiktok Shop. Jurnal Aktual Akuntansi Keuangan Bisnis Terapan (AKUNBISNIS), 7(2), 236–249. https://doi.org/10.32497/akunbisnis.v7i2.6043
Kamilah, S. H., Putri, A. N., Zikrinawati, K., & Fahmy, Z. (2024). Is it true that Flash Sale and Free Shipping Tagline Affect Impulsive Buying Behavior of Lazada E-Commerce Users Living in Semarang?(Study on Lazada Marketplace Users in Semarang City). Experimental Student Experiences, 3(3), 607–613. https://doi.org/10.58330/ese.v1i7.245
Langi, C. C., Lapian, J. S. L. H. V., & Roring, F. (2025). Pengaruh Live Streaming, Free Shipping Dan Content Review, Terhadap Impulse Buying Pada Pengguna Tiktok Shop di Wilayah Ranowangko. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 13(01), 683–695. https://doi.org/10.35794/emba.v13i01.60554
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International Journal of Environmental Research and Public Health, 19(7), 4378. https://doi.org/10.3390/ijerph19074378
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, 951249. https://doi.org/10.3389/fpsyg.2022.951249
Lo, P.-S., Dwivedi, Y. K., Tan, G. W.-H., Ooi, K.-B., Aw, E. C.-X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013
Lutviari, H. W., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Analysis of factors affecting impulse buying on Shopee and TikTok Live shopping platforms: A conceptual paper. International Journal of Integrative Sciences, 3(5), 403–414. https://doi.org/10.55927/ijis.v3i5.9346
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Ningrum, R. A., & Widanti, A. (2023). The Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying Moderated By Openness To Experience on Shopee. International Journal of Management and Digital Business, 2(1), 14–29. https://doi.org/10.54099/ijmdb.v2i1.554
Nurwulan, C., Seviani, C., Andika, F., & Rahmadi, R. (2024). Analysis of Instagram Online Promotion Factors and Electronic Word of Mouth (E-Wom) on Decisions to Visit Cikadongdong River Tubing Tourism. Journal of Management, Economic, and Financial, 2(4), 80–87. https://doi.org/10.59261/jmef.v2i4.40
Obiso, S. M., Balala, C., Samson, E. K., Alonzo, A. A., Dadole, D. M., & Parcia, H. A. A. (2025). The Influence of Online Sales Promotion on Impulsive Buying Behavior among Gen Z Consumers. American Journal of Economics and Business Innovation (AJEBI), 4(2), 131–138. https://doi.org/10.54536/ajebi.v4i2.4799
Oktavyana, K., Habra, M. D., Fikri, M. H., & Siregar, H. (2024). Pengaruh Program Gratis Ongkir, Discount, dan Flash Sale Terhadap Impulse Buying (Studi Kasus Pengguna TikTok Shop Pada Masyarakat Di Dusun Pembangunan I Desa Sekip Lubuk Pakam). Jurnal Mirai Management, 9(1), 1016–1024. https://doi.org/10.37531/mirai.v9i1.7271
Pham, T. T., Nguyen, L. T. T., & To, N. M. (2025). FOMO (Fear Of Missing Out) and social media influencers: Exploring their impact on impulsive buying behavior among young TikTok users in Tra Vinh City. Ho Chi Minh City Open University Journal Of Science-Economics And Business Administration, 15(6), 3–19. https://doi.org/10.46223/HCMCOUJS.econ.en.15.6.3977.2025
Prasetyo, H. D. (2024). The Influence of Live Streaming and Online Customer Reviews on Consumer Purchase Interest in the Tiktok Shop Feature (Case Study of Pamulang District Community). Transekonomika: Akuntansi, Bisnis Dan Keuangan, 5(1), 33–40. https://doi.org/10.55047/transekonomika.v5i1.822
Pratiwi, D., Hermawati, A., & Kurniawati, D. (2023). Pengaruh Content Marketing, Influencer, Dan Free Ongkir Terhadap Minat Beli Konsumen Produk Fashion Pada Tiktokshop. JIMP: Jurnal Ilmiah Manajemen Pancasila, 3(1), 1–11. https://doi.org/10.35814/jimp.v3i1.4654
Pratiwi, V. J., Efendi, F., Fariz, M., Zikrinawati, K., & Fahmy, Z. (2024). Pengaruh Voucer Diskon Belanja Pada Live Streaming Aplikasi Tiktok Terhadap Perilaku Implusive Buying Dikalangan Mahasiswa UIN Walisongo Semarang. Student Scientific Creativity Journal, 2(2), 24–33.
Priantono, Alimah, N., Maulany, S., & Rahmadi. (2024). The Influence of E-Wom, Online Advertising, Content Marketing on Buying Decisions in the Shopee Marketplace Through Mediation of Customer Engagement. Indonesian Journal of Business Analytics (IJBA), 4(3), 1296–1311. https://doi.org/10.55927/ijba.v4i3.9503
Putra, A. M., & Hayadi, I. (2024). The effect of live streaming on impulse buying from an affordance perspective on Tiktok platform. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 761–772. https://doi.org/10.37676/ekombis.v12i1.5056
Rizkya, S. N., Sarah, S., & Wijaya, F. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(1), 83–99. https://doi.org/10.47747/jismab.v5i1.1629
Rosdiana, A., & Indrawati, I. (2024). The Impact of Social Media Marketing Elements on Consumer Brand Engagement, Brand Awareness, and Brand Image. JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES, 4(1), 199–209. https://doi.org/10.55047/marginal.v4i1.1524
Sapa, F. Y., Tumbel, A. L., & Lumanauw, B. (2023). Pengaruh Live Streaming, Price Discount Dan Free Shipping Terhadap Impulse Buying: Study Empiric Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Yang Menggunakan Tiktok Shop. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 787–798. https://doi.org/10.35794/emba.v11i4.51910
Sari, I. N. S. A. W., & Kadi, D. C. A. (2023). Pengaruh Tiktok Live Streaming, Sales Promotion, Shopping Lifestyle, Dan Fashion Involvement Terhadap Impulse Buying Produk Pada E-Commerce Tiktok Shop (Studi Kasus Pada Generasi Z Di Kota Madiun). SIMBA: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, 5.
Teta, B. (2025). Pengaruh Strategi Bersaing Terhadap Keputusan Pembelian Udang di Usaha Tambak Udang ATP. Jurnal Ilmiah SP (Stindo Profesional), 11(1), 7–11.
Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420–1426. https://doi.org/10.1016/j.jbusres.2012.05.009
Widodo, M. S. (2023). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling). 20th International Symposium on Management (INSYMA 2023), 377–384. https://doi.org/10.2991/978-94-6463-244-6_56
Yang, J., Cao, C., Ye, C., & Shi, Y. (2022). Effects of interface design and live atmosphere on consumers’ impulse-buying behaviour from the perspective of human–computer interaction. Sustainability, 14(12), 7110. https://doi.org/10.3390/su14127110
Yendola, R. A., & Windasari, N. A. (2022). The Role of Threshold of Free Shipping Promotion and Product Type on Impulsive Buying Behaviour in E-Commerce Platform. Journal The Winners, 23(2), 161–171. https://doi.org/10.21512/tw.v23i2.8140
Zhang, X., & Zhang, S. (2024). Investigating impulse purchases in live streaming e-commerce: A perspective of match-ups. Technological Forecasting and Social Change, 205, 123513. https://doi.org/10.1016/j.techfore.2024.123513
Views:
75
Downloads:
36
Copyright (c) 2025 Rahmat Fattahillah, Haidar Ahmad Hannagara, Rahmadi, Muh Santoso
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles are published in open-access and licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Hence, authors retain copyright to the content of the articles.
CC BY 4.0 License allows content to be copied, adapted, displayed, distributed, re-published or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed.
