Pembelian Impulsif dalam Live Streaming TikTok Shop: Peran Keterikatan Endorsement dan Perbedaan Gender sebagai Pemoderasi

Authors

  • Guruh Ghifar Zalzalah Universitas PGRI Yogyakarta http://orcid.org/0000-0001-5454-1150
  • Oktavia Nurul Khasanah Program Studi Sarjana Manajemen, Fakultas Bisnis dan Hukum, Universitas PGRI Yogyakarta
  • Fikri Farhan Program Studi Sarjana Manajemen, Fakultas Bisnis dan Hukum, Universitas PGRI Yogyakarta

DOI:

https://doi.org/10.30588/jmp.v15i2.2582

Keywords:

Live Streaming, Endorsment, Model Kemungkinan Elaborasi, Teori Keterikatan, Pembelian Impulsif

Abstract

This study aims to determine the relationship between consumer attachment to endorsements and impulse purchases, moderated by gender, by adopting the Elaboration Likelihood Model (ELM) and Attachment Theory. This research is a quantitative study using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.1.1.1. Data collection used a questionnaire and non-probability sampling, specifically purposive sampling, targeting TikTok users in Indonesia who have made more than one purchase via live streaming, for a total of 300 respondents. The results showed that the suitability of influencer live streaming content affects consumer attachment to live streaming and influencers; consumer attachment to live streaming and influencers affects attachment to endorsements; and attachment to endorsements affects impulse purchases. However, gender does not significantly moderate the relationship between consumer attachment to endorsements and impulse purchases.

Author Biography

Guruh Ghifar Zalzalah, Universitas PGRI Yogyakarta

Program Studi Sarjana Manajemen, Fakultas Bisnis, Universitas PGRI Yogyakarta

Published

2026-06-30

How to Cite

Zalzalah, G. G., Nurul Khasanah , O., & Farhan, F. (2026). Pembelian Impulsif dalam Live Streaming TikTok Shop: Peran Keterikatan Endorsement dan Perbedaan Gender sebagai Pemoderasi. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 15(2). https://doi.org/10.30588/jmp.v15i2.2582

Issue

Vol. 15 No. 2 (2026)

Section

Articles

License

Copyright (c) 2026 Guruh Ghifar Zalzalah, Oktavia Nurul Khasanah , Fikri Farhan

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