PENGARUH BEAUTY INFLUENCER DAN FITUR LIVE SHOPPING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN DI TIKTOKSHOP DENGAN IMPULSE BUYING SEBAGAI VARIABEL MEDIASI (STUDI PADA GENERASI Z DI YOGYAKARTA)

This study aims to analyze the role of beauty influencers and the live shopping feature in influencing beauty product purchasing choices on the TikTok shopping app, with impulse buying as a mediating variable. This study used a quantitative method with 180 Generation Z participants in Yogyakarta. A closed-ended questionnaire was used to obtain information, which was then processed using the PLS-SEM version 3.0 analysis method. The results showed that the presence of beauty influencers and live shopping activities can increase spontaneous purchasing impulses and directly influence purchasing decisions. Furthermore, impulse buying was shown to have a significant influence and acted as a partial mediator in both relationships. These findings emphasize that influencer-based marketing strategies and real-time interactions in live shopping have a significant contribution in driving purchasing decisions among Generation Z consumers.