Kurniawan, Rafika Athiyah (2024) Pengaruh Content Marketing, Live Streaming Dan Flash Sale Terhadap Impulse Buying Pada Pengguna Aplikasi Tiktok Shop Di Surabaya (Studi Pada Pengguna Tahun 2022-2023). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Social media has greatly influenced people's lives, especially in the business world. The presence of the internet is very much needed for business people, where this makes an important platform in conducting increasingly modern sales and marketing. TikTok is one of the social media that is often used as an effective online marketing medium. This study was conducted to determine the effect of content marketing, live streaming, flash sales on impulse buying in TikTok Shop application users in Surabaya. The type of research used is quantitative research. The population in this study are all TikTok Shop application users in 2022 to 2023 who live in Surabaya. This study used a sample of 200 respondents using non-probability sampling methods and sampling techniques, namely purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. This study states that content marketing, live streaming, and flash sales simultaneously affect impulse buying. Content marketing and flash sales have a positive and significant effect on impulse buying. Meanwhile, live streaming has a negative and insignificant effect on impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rafika Athiyah Kurniawan | ||||||||
| Date Deposited: | 01 Feb 2024 03:39 | ||||||||
| Last Modified: | 01 Feb 2024 03:39 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20875 |
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