Pengaruh For You Page, Tanggal Kembar dan Review Produk Terhadap Keputusan Pembelian Impulsif Pada Konsumen Tiktok Shop
DOI:
https://doi.org/10.58192/profit.v5i2.4320Keywords:
Double date promotions, For You Page, Impulsive buying decisions, Product reviews, TikTok ShopAbstract
The rapid development of social commerce in the digital era, particularly through the TikTok Shop platform, has significantly transformed consumer purchasing behavior. The integration of entertainment, promotion, and social interaction within a single platform intensifies business competition, requiring companies to implement effective marketing strategies to attract consumers. This condition also makes consumers more susceptible to various marketing stimuli that can trigger impulsive buying behavior. Therefore, understanding the factors influencing impulsive buying decisions is essential. For You Page, double date promotions, and product reviews are considered key factors that may influence consumers’ impulsive buying behavior. The purpose of this study is to examine: (1) the effect of For You Page on impulsive buying decisions, (2) the effect of double date promotions on impulsive buying decisions, and (3) the effect of product reviews on impulsive buying decisions. The population of this study consists of TikTok Shop consumers who have made purchases. The sampling technique used was purposive sampling, with a total sample of 150 respondents. Data were collected through questionnaires using a Likert scale that met validity and reliability requirements. Data analysis was conducted using multiple linear regression and partial significance testing (t-test). The results show that For You Page, double date promotions, and product reviews have a positive and significant effect on impulsive buying decisions among TikTok Shop consumers.
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