PENGARUH INFLUENCER MARKETING, DISCOUNT VOUCHER DAN SOCIAL PROOF PADA IMPULSE BUYING KEBAB TURKI BABA RAFI DI TIKTOK GO
DOI:
https://doi.org/10.38076/vzmv4v17Kata Kunci:
Influencer marketing, discount voucher, social proof, impulse buyingAbstrak
Perkembangan social commerce pada platform TikTok mendorong meningkatnya perilaku impulse buying pada konsumen, khususnya pada sektor food and beverage. Studi ini bertujuan mengungkap sejauh mana influencer marketing, discount voucher, dan social proof berpengaruh pada impulse buying. Studi ini menerapkan metode kuantitatif dan data primer didapatkan dari kuesioner online yang disebarkan kepada partisipan yang memenuhi kriteria penelitian. Untuk melihat pengaruh antara variabel, proses analisis data menggunakan SEM-PLS. Temuan penelitian menunjukkan influencer marketing, discount voucher, dan social proof berpengaruh positif dan signifikan pada impulse buying. Hal tersebut menunjukkan jika influencer marketing, discount voucher, dan social proof berupa ulasan dan interaksi pengguna mampu mendorong respons emosional konsumen sehingga memicu pembelian spontan. Dengan demikian, strategi pemasaran berbasis social commerce berperan penting dalam meningkatkan kecenderungan pembelian impulsif.
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