SIMO

Article Details

Vol. 7 No. 1 (2026): April

Articles

The Effect of Discount Live-Stream and Bundling Product on Impulse Buying Through Positive Emotions

N Nur Azizah Maulidia N Nur Afifah W Wenny Pebrianti J Juniwati Juniwati H Heriyadi Heriyadi
22 April 2026 Vol. 7 No. 1 (2026): April https://doi.org/10.35912/simo.v7i1.4799
Abstract

Purpose: This study aims to analyze the influence of Discount Live Streaming and Bundling Products on Impulse Buying through Positive Emotion as an intervening variable among TikTok Shop users in Indonesia.

Methodology/approach: This was a causal research design. The collected data were analyzed using the SEM-PLS method through the SmartPLS4 application, with a total of 280 respondents.

Results: Discount live streaming has a positive and significant effect on positive emotions. Product bundling also has a positive and significant effect on positive emotions. Both discount live streaming and product bundling have a direct effect on impulse buying; however, this effect becomes stronger when mediated by positive emotions.

Conclusions: All hypotheses proposed in this study were accepted, indicating that positive emotions play an important role in strengthening the influence of discount live streaming and product bundling on impulse buying.

Limitations: This study was limited to respondents aged 17–40 years and predominantly from the Kalimantan region. It did not consider other variables, such as urgency perception, social proof, or trust.

Contributions: This study develops and tests a conceptual model that integrates digital sales promotion factors (discounts and bundling) with psychological aspects (positive emotions) to explain impulsive buying behavior.

Keywords: Bundling Product Discounts Live Stream Impulse Buying Positive Emotions
How to Cite
“
Maulidia, N. A., Afifah, N., Pebrianti, W., Juniwati, J., & Heriyadi, H. (2026). The Effect of Discount Live-Stream and Bundling Product on Impulse Buying Through Positive Emotions. Studi Ilmu Manajemen Dan Organisasi, 7(1), 21–35. https://doi.org/10.35912/simo.v7i1.4799
Endnote/Zotero/Mendeley (RIS) BibTeX
References
  1. Alifia, N., Setyarko, Y., & Luhur, U. B. (2025). Pengaruh Live Streaming Content , Online Customer Review dan Voucher Discount terhadap Perilaku Impulsive Buying ( Studi pada pengguna aplikasi Shopee di Jakarta Selatan ). 3.
  2. Aulia, R. N., & Harto, B. (2024). Membangun Keterlibatan Konsumen Melalui Strategi Konten Marketing dalam Live Streaming: Analisis Kualitatif Terhadap Brand yang Berhasil di Shopee. Innovative: Journal Of Social Science Research, 4(2), 5721–5736. https://doi.org/10.31004/innovative.v4i2.9848
  3. Bhegawati, D. M. S. & D. A. S. (2022). Ilomata International Journal of Management. Scholar.Archive.Org, 3(1), 327–342. https://scholar.archive.org/work/sy63srah7bdsfaghtihipmxpqy/access/wayback/https://www.ilomata.org/index.php/ijjm/article/download/302/222
  4. Damayanti, A., Arifin, R., & Rahmawati. (2023). Pengaruh Price Discount, Online Customer Review, Dan Voucher Gratis Ongkos Kirim Terhadap Impulse Buying Pengguna Shopee Live (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang). Riset, Jurnal Prodi, Manajemen Fakultas, Manajemen Unisma, Bisnis, 13(01), 482–491.
  5. Destasari, T. (2019). 1 Pengaruh Diskon Harga dan Motivasi Belanja Hedonis Terhadap. 2017, 1–9.
  6. Febriyanti, Y., Suryasuciramadhan, A., Zulfikar, M., Nurhasanah, S., & Amalia, D. U. (2024). Penggunaan Media Sosial TikTok Produk The Originote Sebagai Komunikasi Pemasaran Online. Professional: Jurnal Komunikasi Dan Administrasi Publik, 11(1), 341–350. https://doi.org/10.37676/professional.v11i1.6133
  7. Fitri, A. N., & Mujiasih, E. (2022). Hubungan Antara Customer Engagement Dengan Pembelian Impulsif Produk Kosmetik Korea Pada Mahasiswa Di Fakultas Psikologi Universitas Diponegoro. Jurnal EMPATI, 10(6), 409–413. https://doi.org/10.14710/empati.2021.33220
  8. Ghea Septia Atika Refasa, Heriyadi, Bintoro Bagus Purmono, Barkah, & Helma Malini. (2023). Do TikTok Discounts Livestream Triggers Gen Z Impulse Buying Behavior. International Journal of Scientific Research and Management, 11(01), 4439–4449. https://doi.org/10.18535/ijsrm/v11i01.em04
  9. Gita, L., Fauzan, R., Pebrianti, W., & Jaya, A. (2024). Do discounts livestream and bundle offers triggers TikTok user unplanned purchases? Journal of Management Science (JMAS), 7(1), 280–287. www.exsys.iocspublisher.org/index.php/JMAS
  10. Gumilang, R. R., Sumiati, A., Tresnadi, A., April, U. S., Behavior, I. B., & Streaming, L. (2024). Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior Pada Platform TikTok. 15(3), 479–488.
  11. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR 11-2018-0203 Ikesha Pieter, A., Safiranita, T., & Ratna Permata, R. (2024). Tanggung Jawab Platform TikTok sebagai Layanan Over The Top terhadap Konten Pelanggaran Hak Cipta berdasarkan Hukum Positif di Indonesia. COMSERVA?: Jurnal Penelitian Dan Pengabdian Masyarakat, 3(12), 4878–4889. https://doi.org/10.59141/comserva.v3i12.1274
  12. Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384–404. https://doi.org/10.1007/s11747-019-00670-w
  13. Juli, V. N., Lumbung, D., Manajemen, P. S., Galuh, U., Barat, J., Manajemen, P. S., Galuh, U., & Barat, J. (2024). Pengaruh Discount Dan Live Streaming Terhadap Impulsive Buying ( Suatu Studi Pada Konsumen Produk Online Shop Berhijab . co. 3.
  14. Kurnia, D., & Jauhari, I. (2024). Fenomena Impulse Buying: Kekuatan Live Streaming, Price Discount, Dan Social Media Influencer Pada Pengguna Tiktok. Jurnal Ilmiah Multidisiplin, 3(04), 122–127. https://doi.org/10.56127/jukim.v3i04.1422
  15. 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), 71. 1(1).
  16. Misbakhudin, A., & Komaryatin, N. (2023). Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 12(2), 293–307. https://doi.org/10.46367/iqtishaduna.v12i2.1572
  17. Muhammad Arief Gunawan. (2023). Pengaruh Potongan Harga, Kenyamanan, Interaktivitas, Dan Keterlibatan Terhadap Niat Pembelian Impulsif Pada Fitur Live Streaming Di Platform E-Commerce. DIPONEGORO JOURNAL OF MANAGEMENT, Http://Ejournal-S1.Undip.Ac.Id/Index.Php/Dbr, 12(2009), 1–11.
  18. Nelsye Lumanauw, Gst. Bgs. Wirya Gupta, & I Made Adi Suwandana. (2023). Pengembangan Paket Desa Wisata Di Kabupaten Tabanan, Bali: Pendekatan Bundling Product. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 95–104. https://doi.org/10.36441/snpk.vol2.2023.106
  19. Nisya, S. M. A. (2023). Peran Positive Emotion Dalam Memediasi Destination Image dan Store Layout Terhadap Decision To Visit Di Kampung Klepon Desa Bulang Kecamatan Prambon …. Management Studies and Entrepreneurship Journal …, 4(5), 5022–5033. https://www.yrpipku.com/journal/index.php/msej/article/view/2850
  20. Purwanto, E., & Yanti, S. E. (2024). From pleasure to purchase: Exploring urban consumers’ impulsive buying behavior. Journal of Management and Digital Business, 4(2), 187–203. https://doi.org/10.53088/jmdb.v4i2.917
  21. Purwianti, L. (2024). Analisis Nilai Persepsi Terhadap Pembelian Impulsif Dengan Sikap Dan Kerpercayaan Sebagai Mediasi. 19(3), 1008–1023.
  22. Putri, S. E., Riofita, H., Islam, U., Sultan, N., & Kasim, S. (2024). TANTANGAN PASAR KONSUMEN DI ERA DIGITAL. 8(11), 253–260.
  23. Rabbil, M. Z., Permana, R., & Zahra, F. A. (2025). Strategi Pemasaran Bundling Product Dalam Meningkatkan Penjualan Produk Hijab Sattka. 2(3), 315–325.
  24. Rahmawaty, I., Sa’adah, L., & Musyafaah, L. (2023). Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80. https://doi.org/10.30587/jre.v6i2.5956
  25. Ramadhani, L. N., & Nugroho, D. A. (2024). Pengaruh Live Streaming, Flash Sale, Dan Hedonic Shopping Motivation Terhadap Impulsive Buying. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(1), 207–215. https://doi.org/10.21776/jmppk.2024.03.1.21
  26. Reviews, O. C. (2025). International Journal of Economics , Accounting , and Management The Effect of Product Descriptions , Online Customer Reviews , and Price Discounts on Impulse Buying Mediated by Ease of Purchase and Positive Emotion at Tiktok Shop Live. 1(5), 285–290.
  27. Sapa, F. Y., Tumbel, A. L., & Lumanauw, B. (2023). Pengaruh Live Streaming, Price Discount Dan Free Shipping Terhadap Impulse Buying: Study Empiric Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Yang Menggunakan Tiktok Shop. Jurnal EMBA?: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 787–798. https://doi.org/10.35794/emba.v11i4.51910
  28. Setiawan, I. K., & Sri Ardani, I. G. A. K. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223. https://doi.org/10.24018/ejbmr.2022.7.1.1236
  29. Shrestha, A. (2024). Impulsive Buying Behavior in Retailing and Consumer Behavior: A Review. SP Swag: Sudur Pashchim Wisdom of Academic Gentry Journal, 1(1), 35–42. https://doi.org/10.69476/sdpr.2024.v01i01.004
  30. Siddik, R., Roswaty, & Meilin Veronica. (2024). Pengaruh Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer Terhadap Keputusan Pembelian Konsumen Pada Program Afiliasi TikTok. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1048–1058. https://doi.org/10.35870/jemsi.v10i2.2251
  31. Sopiyan, P., Febri, M., Umam, S., Rusdiana, A., & Wahyuni, S. (2025). Pengaruh Live Streaming dan Price Discount terhadap Loyalitas Pelanggan Pengguna TikTok Shop di Kabupaten Majalengka. 16(1), 207–216.
  32. Suryawan, T. G. A. W. K., , I Komang Sumerta, I. G. A. V., & Abdullah, S. (2022). JBTI?: Jurnal Bisnis?: Teori dan Implementasi. Jurnal Bisnis, 11(2), 134–148.
  33. Syafia, A. D., Purnomo, J. O., Syahbani, D. G., Saniah, L. N., Hanum, A. S., & Nugraha, J. T. (2024). Membangun Citra, Meraih Suara: Persepsi Pemilih Pemula Pada Pilpres 2024. Indonesian Journal of Public Administration Review, 1(3), 15. https://doi.org/10.47134/par.v1i3.2684
  34. Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144–154. https://doi.org/10.32639/jimmba.v2i2.457
  35. Widiyaningsih, N., & Nugroho, J. A. (2024). Pengaruh Live Streaming Terhadap Purchase Intention Pada Thrift Shop Dengan Consumers Attitudes Sebagai Variabel Mediasi. Jurnal Manajemen Pemasaran, 18(1), 40–57. https://doi.org/10.9744/pemasaran.18.1.40-5
  36. Widodo, T., Sihite, I. D., & Wisudanto, W. (2024). Pengaruh Media Sosial Tiktok Pada Minat Beli Dan Profitabilitas Di Industri Kuliner. Sebatik, 28(1), 29–37. https://doi.org/10.46984/sebatik.v28i1.2382
  37. Wijaya, A., & Kinder, L. (2020). Pengaruh Price Bundling dan Bundling Product terhadap Niat Membeli yang Dimoderasi oleh Barang Komplementaritas. Jurnal Manajemen, 17(1), 28–38. https://doi.org/10.25170/jm.v17i1.866
  38. Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(August), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
  39. Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2021). Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945–973. https://doi.org/10.1108/APJML-08-2019-0495
  40. Zhou, X., & Tian, X. (2022). Impact of Live Streamer Characteristics and Customer Response on Live-streaming Performance: Empirical Evidence from e-Commerce Platform. Procedia Computer Science, 214(C), 1277–1284. https://doi.org/10.1016/j.procs.2022.11.306
  41. Zuhdi, I., Furkan, L. muhammad, & Hilmiati, H. (2023). Vol 2 No.3 Sept PENGARUH LIVE STREAMING SHOPPING DAN MOTIVASI BELANJA HEDONIS TERHADAP IMPULSIF BUYING PADA PENGGUNA APLIKASI TIKTOK SHOP DI KOTA MATARAM. Jurnal Riset Pemasaran, 2(3), 66–72. https://doi.org/10.29303/jrp.v2i3.3286
  42. Zulfa, S. S., & Rozaq, M. (2024). Teknologi Sebagai Sumber Kepuasan: Bukti Kepuasan Baru Media Sosial Tiktok di Kalangan Dewasa Muda. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(6), 5747–5757. https://doi.org/10.54371/jiip.v7i6.4500Adebanjo, D., Laosirihongthong, T., Samaranayake, P., & Teh, P.-L. (2021). Key enablers of industry 4.0 development at firm level: Findings from an emerging economy. IEEE Transactions on Engineering Management.
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.