PERAN BRAND IMAGE DALAM MEMEDIASI LIVE STREAMING DAN BUNDLING TERHADAP IMPULSIVE BUYING DI TIKTOK SHOP
Keywords:
Live Streaming, Product Bundling, Impulsive Buying, Brand Image
Abstract
Penelitian ini bertujuan mengkaji peran brand image dalam memediasi pengaruh live streaming dan product bundling terhadap impulsive buying pada kosmetik lokal di TikTok Shop. Metode penelitian ini menggunakan metode kuantitatif dengan pendekatan kausalitas dengan survey melaui kuesioner. Populasi penelitian ini adalah konsumen yang pernah membeli dan menggunakan produk kosmetik lokal melalui TikTok Shop. Teknik sampling yang diterapkan adalah purposive sampling dengan jumlah responden sebanyak 248 orang terdiri dari 230 Wanita dan 18 Pria. Instrumen penelitian berupa kuesioer dengan skala likert 1-6, yang di uji validitas dan reliabilitas. Analisis dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan live streaming dan product bundling berpengaruh signifikan terhadap brand image. Live streaming berpengaruh signifikan terhadap impulsive buying. Namun demikian product bundling dan brand image tidak berpengaruh secara langsung terhadap impulsive buying. Temuan ini juga mengungkapkan bahwa live streaming dan product bundling tidak berpengaruh terhadap impulsive buying melalui brand image. Penelitian ini hanya diambil dari wilayah DKI Jakarta dengan jumlah 248 responden, sehingga hasil penelitian belum dapat digeneralisasikan untuk populasi yang lebih luas di Indonesia atau wilayah. Temuan ini memberikan rekomendasi praktis bagi pelaku e-commerce di Indonesia untuk memaksimalkan live streaming dan product bundling sebagai strategi langsung dalam mendorong impulsive buying, tanpa bergantung pada brand image sebagai mediator. Pemasar disarankan fokus pada interaksi real-time dan penawaran bundling menarik untuk meningkatkan penjualan impulsif secara efektif.
References
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Derdenger, T., & Kumar, V. (2022). The Dynamic Effects of Bundling as a Product Strategy. https://doi.org/10.2139/ssrn.2175243
Eristia, G. (2023). Pengaruh Electronic Word Of Mouth, Kualitas Produk dan Harga Pada E-Commerce TikTokShop Terhadap Pembelian Impulsif Produk Kosmetik.
Fadillah, D. N. (2023). Pengaruh Price Discount dan Product Bundling terhadap Keputusan Impulsive Buying pada Konsumen Cupq Go Ice Blend.
Ghozali, I. (2014). Structural equation modeling metode alternatif dengan partial least squares (PLS).
Haqim, I. M. (2024). Pengaruh Brand Image, Word Of Mouth dan Hedonic Shopping Motivation terhadap Impulse Buying dengan Religiusitas Sebagai Variabel Moderating.
Hoang, V. T., & Dang, H. P. (2024). Exploring How the Characteristics of Live Streaming Affect Impulse Buying Behaviour in Live Streaming Commerce: The Mediating Effect of Trust and Flow Experience. In Journal of Business Science and Applied Management (Vol. 19, Number 1). https://doi.org/10.69864/ijbsam.19-1.184
Hongsuchon, T., Chen, S. C., & Khan, A. (2025). Applying the S-O-R model to explore impulsive buying behavior driven by influencers on social commerce websites. PeerJ Computer Science, 11, 1–31. https://doi.org/10.7717/peerj-cs.3113
Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006
Ipaludin, M., & Silaningsih, E. (2024). Impluse Buying Konsumen Dengan Pendekatan Lifestyle, Bundling Produk dan Store Atmosphere. Journal Of Social Science Research, 4, 3753–3767.
Irfan, A., Gusti, I., Ketut, A., & Suasana, G. (2021). The Effect of Bundling Strategy, Price Perception, and Brand Image on Purchase Decisions (Study on Local Fast Food Retailers in Bali Indonesia). In American Journal of Humanities and Social Sciences Research (Number 5). www.ajhssr.com
Kandiawan, E. A., Layandi, D., Benly, G. F., Wong, F., Thesagita, T., Basir, M. K., & Firman, A. (2026). The Impact Of Discounts and Product Bundling on Impulsive Buying Behavior Among Consumers in Makassar City. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 10. https://doi.org/10.29040/ijebar.v10i2.19437
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Kurniawan, R. A. (2024). Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulsive Buying pada Pengguna Aplikasi TikTok Shop di Surabaya. https://repository.upnjatim.ac.id/id/eprint/20875
Langi, C. C., Lapian, S. L. H. V. J., & Roring, F. (2025). The Influence of Live Streaming, Free Shipping, and Content Reviews on Impulse Buying Among TikTok Shop Users in the Ranowangko Region. 13(1), 683–695.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Li, Y., García-de-Frutos, N., & Ortega-Egea, J. M. (2025). Impulse buying in live streaming e-commerce: A systematic literature review and future research agenda. Computers in Human Behavior Reports, 19, 100676. https://doi.org/https://doi.org/10.1016/j.chbr.2025.100676
Liska, M., & Utami, F. N. (2023). The Influence of Shopping Lifestyle and Discount Prices on Impulsive Buying Through Tiktok Shop Media on Generation Z and Millennials in Jakarta Pengaruh Shopping Lifestyle Dan Harga Diskon Terhadap Impulsive Buying Melalui Media Tiktok Shop. https://repository.telkomuniversity.ac.id/pustaka/197443/pengaruh-shopping-lifestyle-dan-harga-diskon-terhadap-impulsive-buying-melalui-media-tiktok-shop-pada-generasi-z-dan-milenial-di-jakarta.html
Luo, H., Cheng, S., Zhou, W., Yu, S., & Lin, X. (2021). A study on the impact of linguistic persuasive styles on the sales volume of live streaming products in social e-commerce environment. Mathematics, 9(13). https://doi.org/10.3390/math9131576
Merritt, K., & Zhao, S. (2022). The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(2). https://doi.org/10.3390/joitmc8020071
Mokoagow, R., Jan, A. B. H., & Soepeno, D. (2024). The Influence Of Beauty Vlogger, Electronic Word Of Mouth and Product Bundling on Purchase Decision For Skintific Skincare Products on the TikTok Platform in Manado City. 12(4), 120–131.
Nurhaliza, P., & Kusumawardhani, A. (n.d.). Analisis Pengaruh Live Streaming Shopping, Price Discount, dan Ease Of Payment Terhadap Impulsive Buying (Studi pada Pengguna Platform Media Sosial TikTok Indonesia). DIPONEGORO JOURNAL OF MANAGEMENT, 12(3). Retrieved http://ejournal-s1.undip.ac.id/index.php/dbr
Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T.-A. (2024). Online antecedents for young consumers’ impulse buying behavior. https://doi.org/10.1016/j.chb.2023.108129
Putra, L. K., Wahab, Z., Widiyanti, M., & Shihab, M. S. (2021). The Effect of Word of Mouth, Brand Image, and Online Advertising on Purchase Decisions Using Grab-food Services. International Journal of Life Sciences, 5(2), 76–84. https://doi.org/10.29332/ijls.v5n2.1390
Ramadhan, R., Halik, A., & Prastiwi, E. H. (2024). The Influence of Live Streaming, Store Badge, and Store Rating on Brand Image and Purchasing Decisions at Treera Indonesia Stores in the Shopee Platform. International Journal of Social Science Humanity & Management Research, 3(01). https://doi.org/10.58806/ijsshmr.2024.v3i1n19
Ramadhon, S. A., Fauzi, R. U. A., & Dian Citaningtyas, A. (2023). Analisis Pemasaran Viral, Kualitas Produk, Harga dan Live Streaming Parfum PopCorn di Marketplace TikTok terhadap Keputusan Pembelian pada Genrasi Z di Madiun.
Sallam, M. A. (2016). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 98. https://doi.org/10.5539/ijms.v8n1p98
Saputra, F., Ali, H., & Mahaputra, M. R. (2023). Peran Ingredients, Influencer Review dan Live Streaming Marketing terhadap Minat Beli Konsumen pada Produk Skincare Varian Mugwort. JKIS, 1(3). https://doi.org/10.38035/jkis.v1i3
Saputri, A. D., & Guritno, A. (2021). The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables. In Annual International Conference on Islamic Economics and Business (Vol. 2021). https://doi.org/10.18326/aicieb.v1i0.36
Sari, M. P. (2022). Analisis Pengaruh Bundling Product Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. Universitas Jenderal Soedirman.
Soni, M., Hurriyati, R., & Dirgantari, D. (2026). How Discount and Bundling Strategies Shape Purchase Decisions Through Brand Image Mediation in Indonesian Retail Context. https://doi.org/10.35899/biej.v8i1.1169
Sulaiman, S. (2020). Pengaruh Display Produk, Diskon Harga, dan Bundling Produk terhadap Keputusan Impulse Buying pada Alfamart Sunter Jaya, Jakarta Utara.
Surbakti, M. K. R., Wijayanto, G., & Pailis, E. A. (2022). Pengaruh Influencer, Lifestyle dan Brand Image terhadap Impulse Buying di E-Commerce (Studi Kasus pada Generasi Milenial Kota Pekanbaru). https://scholarhub.ui.ac.id/jsht/vol4/iss2/1
Susetyarsi, T. (2012). Membangun Brand Image Produk Melalui Promosi Event Sponsorship dan Publisitas. https://www.neliti.com/publications/131663/membangun-brand-image-produk-melalui-promosi-event-sponsorship-dan-publisitas
Tang, K. L., Tan, P. M., & Tham, Y. J. A. (2022). Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework. Jurnal Pengurusan, 66. https://doi.org/10.17576/pengurusan-2022-66-06
Vebri, H. (2025, February 5). Indonesia Penyumbang Terbesar Kedua Transaski TikTok Shop di 2024. https://industri.kontan.co.id/news/indonesia-penyumbang-terbesar-kedua-transaksi-tiktok-shop-di-2024
Vidayat, S. R. F., & Arkansyah, M. (2023). Pengaruh Live Streaming Shopping dan E-WOM terhadap Perilaku Impulsive Buying Konsumen Online Akun TikTok@ jiniso. id. Jurnal Pewarta Indonesia, 5(2), 123–130. https://doi.org/10.25008/jpi.v5i2.140
Wati, D. L. N., & Momon. (2021). Metodologi Penelitian Aplikatif dengan Smart PLS. Mujahid Press.
Wibowo, M. M., & Kristiningsih. (2026). Pengaruh Persepsi Kualitas Produk, Persepsi Harga dan Bundling Product terhadap Brand Image dan Minat Beli Konsumen Kopi Kenangan di Kota Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 8822–8831. https://doi.org/10.31004/riggs.v4i4.5056
Wijaya, A., & Kinder, L. (2020). Pengaruh Price Bundling dan Product Bundling terhadap Niat Membeli yang Dimoderasi oleh Barang Komplementaritas (Vol. 17, Number 1). https://doi.org/10.25170/jm.v17i1.866
Wijayani, T., & Prambudi, B. (n.d.). Pengaruh Kualitas Produk dan Brand Image Terhadap Loyalitas Pelanggan. Retrieved http://ejournal.stiemj.ac.id/index.php/ekobis
Yu, Z., & Zhang, K. (2022). The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic. Sustainability (Switzerland), 14(21). https://doi.org/10.3390/su142113921
Zhuang, J. X., & Aziz, A. A. (2026). Exploring the Impact of Personalized Recommended Product Quality on Online Impulse Buying. In M. Al Mubarak (Ed.), Enhancing Business Efficiency Through Technology: Sustainability, CSR, and Governance (pp. 945–954). Springer Nature Switzerland. https://doi.org/10.1007/978-3-032-15820-8_78
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Akmam, W. (2026, July 3). TikTok Shop in Indonesia 2026: Market Share, Growth, and What Comes Next. https://magpieiq.com/insights/tiktok-shop-indonesia-2026/
Andriany, D., & Arda, M. (2019). Pengaruh Media Sosial Terhadap Impulse Buying Pada Generasi Millenial. https://doi.org/10.55916/frima.v0i2.65
Budhipurwwa, I. A. N., & Warmika, I. G. K. (2021). The Role Of Brand Image As Mediation In The Effect Of Store Atmosphere On Impulse Buying (Study On Beachwalk Shopping Center Customers). In American Journal of Humanities and Social Sciences Research (Number 5). www.ajhssr.com
Budiman, M. F. R., & Rufaidah, P. (2026). The Effect of Live Streaming Commerce On Electronic Word of Mouth Mediated By Brand Image: A Study Among Digital Fashion Consumers In Jakarta. In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 9, Number 1). https://doi.org/10.31538/iijse.v9i1.9063
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations. https://doi.org/10.24251/hicss.2019.307
Derdenger, T., & Kumar, V. (2022). The Dynamic Effects of Bundling as a Product Strategy. https://doi.org/10.2139/ssrn.2175243
Eristia, G. (2023). Pengaruh Electronic Word Of Mouth, Kualitas Produk dan Harga Pada E-Commerce TikTokShop Terhadap Pembelian Impulsif Produk Kosmetik.
Fadillah, D. N. (2023). Pengaruh Price Discount dan Product Bundling terhadap Keputusan Impulsive Buying pada Konsumen Cupq Go Ice Blend.
Ghozali, I. (2014). Structural equation modeling metode alternatif dengan partial least squares (PLS).
Haqim, I. M. (2024). Pengaruh Brand Image, Word Of Mouth dan Hedonic Shopping Motivation terhadap Impulse Buying dengan Religiusitas Sebagai Variabel Moderating.
Hoang, V. T., & Dang, H. P. (2024). Exploring How the Characteristics of Live Streaming Affect Impulse Buying Behaviour in Live Streaming Commerce: The Mediating Effect of Trust and Flow Experience. In Journal of Business Science and Applied Management (Vol. 19, Number 1). https://doi.org/10.69864/ijbsam.19-1.184
Hongsuchon, T., Chen, S. C., & Khan, A. (2025). Applying the S-O-R model to explore impulsive buying behavior driven by influencers on social commerce websites. PeerJ Computer Science, 11, 1–31. https://doi.org/10.7717/peerj-cs.3113
Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006
Ipaludin, M., & Silaningsih, E. (2024). Impluse Buying Konsumen Dengan Pendekatan Lifestyle, Bundling Produk dan Store Atmosphere. Journal Of Social Science Research, 4, 3753–3767.
Irfan, A., Gusti, I., Ketut, A., & Suasana, G. (2021). The Effect of Bundling Strategy, Price Perception, and Brand Image on Purchase Decisions (Study on Local Fast Food Retailers in Bali Indonesia). In American Journal of Humanities and Social Sciences Research (Number 5). www.ajhssr.com
Kandiawan, E. A., Layandi, D., Benly, G. F., Wong, F., Thesagita, T., Basir, M. K., & Firman, A. (2026). The Impact Of Discounts and Product Bundling on Impulsive Buying Behavior Among Consumers in Makassar City. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 10. https://doi.org/10.29040/ijebar.v10i2.19437
Khairuna, R. R., & Satrio, D. (2024). The Influence of Content Marketing, Live Streaming and E-WOM on Purchasing Decisions For Consumers of Sattka Basic Products Via TikTok Shop.
Kurniawan, R. A. (2024). Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulsive Buying pada Pengguna Aplikasi TikTok Shop di Surabaya. https://repository.upnjatim.ac.id/id/eprint/20875
Langi, C. C., Lapian, S. L. H. V. J., & Roring, F. (2025). The Influence of Live Streaming, Free Shipping, and Content Reviews on Impulse Buying Among TikTok Shop Users in the Ranowangko Region. 13(1), 683–695.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Li, Y., García-de-Frutos, N., & Ortega-Egea, J. M. (2025). Impulse buying in live streaming e-commerce: A systematic literature review and future research agenda. Computers in Human Behavior Reports, 19, 100676. https://doi.org/https://doi.org/10.1016/j.chbr.2025.100676
Liska, M., & Utami, F. N. (2023). The Influence of Shopping Lifestyle and Discount Prices on Impulsive Buying Through Tiktok Shop Media on Generation Z and Millennials in Jakarta Pengaruh Shopping Lifestyle Dan Harga Diskon Terhadap Impulsive Buying Melalui Media Tiktok Shop. https://repository.telkomuniversity.ac.id/pustaka/197443/pengaruh-shopping-lifestyle-dan-harga-diskon-terhadap-impulsive-buying-melalui-media-tiktok-shop-pada-generasi-z-dan-milenial-di-jakarta.html
Luo, H., Cheng, S., Zhou, W., Yu, S., & Lin, X. (2021). A study on the impact of linguistic persuasive styles on the sales volume of live streaming products in social e-commerce environment. Mathematics, 9(13). https://doi.org/10.3390/math9131576
Merritt, K., & Zhao, S. (2022). The Power of Live Stream Commerce: A Case Study of How Live Stream Commerce Can Be Utilised in the Traditional British Retailing Sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(2). https://doi.org/10.3390/joitmc8020071
Mokoagow, R., Jan, A. B. H., & Soepeno, D. (2024). The Influence Of Beauty Vlogger, Electronic Word Of Mouth and Product Bundling on Purchase Decision For Skintific Skincare Products on the TikTok Platform in Manado City. 12(4), 120–131.
Nurhaliza, P., & Kusumawardhani, A. (n.d.). Analisis Pengaruh Live Streaming Shopping, Price Discount, dan Ease Of Payment Terhadap Impulsive Buying (Studi pada Pengguna Platform Media Sosial TikTok Indonesia). DIPONEGORO JOURNAL OF MANAGEMENT, 12(3). Retrieved http://ejournal-s1.undip.ac.id/index.php/dbr
Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T.-A. (2024). Online antecedents for young consumers’ impulse buying behavior. https://doi.org/10.1016/j.chb.2023.108129
Putra, L. K., Wahab, Z., Widiyanti, M., & Shihab, M. S. (2021). The Effect of Word of Mouth, Brand Image, and Online Advertising on Purchase Decisions Using Grab-food Services. International Journal of Life Sciences, 5(2), 76–84. https://doi.org/10.29332/ijls.v5n2.1390
Ramadhan, R., Halik, A., & Prastiwi, E. H. (2024). The Influence of Live Streaming, Store Badge, and Store Rating on Brand Image and Purchasing Decisions at Treera Indonesia Stores in the Shopee Platform. International Journal of Social Science Humanity & Management Research, 3(01). https://doi.org/10.58806/ijsshmr.2024.v3i1n19
Ramadhon, S. A., Fauzi, R. U. A., & Dian Citaningtyas, A. (2023). Analisis Pemasaran Viral, Kualitas Produk, Harga dan Live Streaming Parfum PopCorn di Marketplace TikTok terhadap Keputusan Pembelian pada Genrasi Z di Madiun.
Sallam, M. A. (2016). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 98. https://doi.org/10.5539/ijms.v8n1p98
Saputra, F., Ali, H., & Mahaputra, M. R. (2023). Peran Ingredients, Influencer Review dan Live Streaming Marketing terhadap Minat Beli Konsumen pada Produk Skincare Varian Mugwort. JKIS, 1(3). https://doi.org/10.38035/jkis.v1i3
Saputri, A. D., & Guritno, A. (2021). The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables. In Annual International Conference on Islamic Economics and Business (Vol. 2021). https://doi.org/10.18326/aicieb.v1i0.36
Sari, M. P. (2022). Analisis Pengaruh Bundling Product Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. Universitas Jenderal Soedirman.
Soni, M., Hurriyati, R., & Dirgantari, D. (2026). How Discount and Bundling Strategies Shape Purchase Decisions Through Brand Image Mediation in Indonesian Retail Context. https://doi.org/10.35899/biej.v8i1.1169
Sulaiman, S. (2020). Pengaruh Display Produk, Diskon Harga, dan Bundling Produk terhadap Keputusan Impulse Buying pada Alfamart Sunter Jaya, Jakarta Utara.
Surbakti, M. K. R., Wijayanto, G., & Pailis, E. A. (2022). Pengaruh Influencer, Lifestyle dan Brand Image terhadap Impulse Buying di E-Commerce (Studi Kasus pada Generasi Milenial Kota Pekanbaru). https://scholarhub.ui.ac.id/jsht/vol4/iss2/1
Susetyarsi, T. (2012). Membangun Brand Image Produk Melalui Promosi Event Sponsorship dan Publisitas. https://www.neliti.com/publications/131663/membangun-brand-image-produk-melalui-promosi-event-sponsorship-dan-publisitas
Tang, K. L., Tan, P. M., & Tham, Y. J. A. (2022). Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework. Jurnal Pengurusan, 66. https://doi.org/10.17576/pengurusan-2022-66-06
Vebri, H. (2025, February 5). Indonesia Penyumbang Terbesar Kedua Transaski TikTok Shop di 2024. https://industri.kontan.co.id/news/indonesia-penyumbang-terbesar-kedua-transaksi-tiktok-shop-di-2024
Vidayat, S. R. F., & Arkansyah, M. (2023). Pengaruh Live Streaming Shopping dan E-WOM terhadap Perilaku Impulsive Buying Konsumen Online Akun TikTok@ jiniso. id. Jurnal Pewarta Indonesia, 5(2), 123–130. https://doi.org/10.25008/jpi.v5i2.140
Wati, D. L. N., & Momon. (2021). Metodologi Penelitian Aplikatif dengan Smart PLS. Mujahid Press.
Wibowo, M. M., & Kristiningsih. (2026). Pengaruh Persepsi Kualitas Produk, Persepsi Harga dan Bundling Product terhadap Brand Image dan Minat Beli Konsumen Kopi Kenangan di Kota Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 8822–8831. https://doi.org/10.31004/riggs.v4i4.5056
Wijaya, A., & Kinder, L. (2020). Pengaruh Price Bundling dan Product Bundling terhadap Niat Membeli yang Dimoderasi oleh Barang Komplementaritas (Vol. 17, Number 1). https://doi.org/10.25170/jm.v17i1.866
Wijayani, T., & Prambudi, B. (n.d.). Pengaruh Kualitas Produk dan Brand Image Terhadap Loyalitas Pelanggan. Retrieved http://ejournal.stiemj.ac.id/index.php/ekobis
Yu, Z., & Zhang, K. (2022). The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic. Sustainability (Switzerland), 14(21). https://doi.org/10.3390/su142113921
Zhuang, J. X., & Aziz, A. A. (2026). Exploring the Impact of Personalized Recommended Product Quality on Online Impulse Buying. In M. Al Mubarak (Ed.), Enhancing Business Efficiency Through Technology: Sustainability, CSR, and Governance (pp. 945–954). Springer Nature Switzerland. https://doi.org/10.1007/978-3-032-15820-8_78
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Published
2026-08-15
How to Cite
Fitriyanthi, N., Prambudi, B., & Wati, L. N. (2026). PERAN BRAND IMAGE DALAM MEMEDIASI LIVE STREAMING DAN BUNDLING TERHADAP IMPULSIVE BUYING DI TIKTOK SHOP. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 1716-1735. https://doi.org/10.31955/mea.v10i2.7674
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