Margaretta, Vania Adella (2025) Pengaruh Content Marketing, Diskon, dan Live Shopping Terhadap Perilaku Pembelian Impulsif Konsumen (Studi Kasus Pada Akun Tiktok Shop @Sattka.basic). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of content marketing, discounts, and live shopping on consumers' impulsive buying behavior on the TikTok Shop account @Sattka.Basic. The research employs a quantitative method with a descriptive and causal approach. Data were collected through online surveys conducted with followers of the @Sattka.Basic account. Data are measured using a Likert scale, and the analysis process includes validity, reliability, classical assumptions, F tests, and t tests. The results indicate that simultaneously, content marketing, discounts, and live shopping significantly influence impulsive buying behavior. However, partially, only content marketing significantly affects impulsive buying behavior, while discounts and live shopping do not have a significant impact. These findings suggest that creative and engaging content marketing is more effective in driving impulsive purchases compared to discounts and live shopping in this case. Companies can increase repurchase intention by strengthening brand image through storytelling, influencers, and CSR, maintaining product quality through innovation and attractive packaging, and implementing content marketing at social media included TikTok. Promotions also need to be optimized with loyalty programs and engaging digital activities, including social media and online ordering platforms. Keywords : Content Marketing, Discounts, Live Shopping, Impulsive Buying Behavior, TikTok Shop
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Vania Adella Margaretta | ||||||||
| Date Deposited: | 12 Jun 2025 03:14 | ||||||||
| Last Modified: | 12 Jun 2025 03:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37370 |
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