Analysis of the impact of TikTok Shop's live Shopping and Price Discount features on Impulsive Behavior and Brand Loyalty among online Shoppers

Abstract

This study analyzes the simultaneous impact of Live Shopping and Price Discount features on Impulsive Behavior and Brand Loyalty among online shoppers on TikTok Shop, particularly in Indonesia's dynamic social e-commerce environment. A quantitative approach using a survey method was employed, targeting TikTok Shop users in Bengkalis Regency who have made purchases during live sessions. Data analysis utilized statistical software such as SPSS or SmartPLS. The findings indicate that both features are significant drivers of short-term impulsive buying. Live Shopping triggers an emotional response through Social Presence, Enjoyment, and parasocial interaction, which reduces self-control. This effect is amplified by the Price Discount, providing a rational stimulus of urgency and value illusion that forces quick, unplanned purchases.. However, if discount-driven purchases consistently lead to poor quality or post-purchase regret, it risks damaging brand loyalty towards the product, even if loyalty to the platform remains high. The study contributes to digital marketing literature by integrating the impulsive behavior and brand loyalty perspectives in the social commerce context.