THE EFFECT OF TIKTOK LIVE HOST INTERACTION, VIEWING INTENSITY, AND PROMOTION ON IMPULSE PURCHASES OF SKINTIFIC PRODUCTS ON TIKTOK SHOP

• Khurrotul Lutfiyah

  Muhammadiyah University of Sidoarjo, Indonesia

• Rendy Adi Saputra

  Muhammadiyah University of Sidoarjo, Indonesia

• Mochamad Rizal Yulianto

  Muhammadiyah University of Sidoarjo, Indonesia

• Alshaf Pebrianggara

  Muhammadiyah University of Sidoarjo, Indonesia

• Bayu Hari Prasojo

  Muhammadiyah University of Sidoarjo, Indonesia

Objective: The purpose of this study is to demonstrate that host interaction, viewing intensity, and promotions influence impulsive purchases of Skintific products on TikTok Shop. Method: This study employs a quantitative approach, with data collected via a questionnaire. The data analysis method used is Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The results indicate that host interaction, viewing intensity, and promotions positively and significantly influence impulsive purchasing. This suggests that stronger host communication, more frequent viewing exposure, and more attractive promotions increase the likelihood of consumers making spontaneous purchases. Novelty: Therefore, optimizing live-streaming interaction, audience engagement, and real-time promotional strategies can be prioritized to improve impulsive sales performance.

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