Hubungan Terpaan Thread Affiliate di X dengan Perilaku Impulsive Buying

Parindra, Febilla (2025) Hubungan Terpaan Thread Affiliate di X dengan Perilaku Impulsive Buying. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

In today’s digital era, social media has become an essential component of digital marketing strategies, one of which is through the use of Thread Affiliate content on platform X (formerly Twitter). This narrative-based promotional content is considered effective in encouraging emotional engagement from the audience and can trigger impulsive buying behavior. The thread format, often structured as personal stories or product reviews, creates a sense of emotional closeness between the audience and the message. This study aims to analyze the relationship between exposure to Thread Affiliate content and the impulsive buying behavior of social media users. The main focus of the research is to understand how exposure to such content influences spontaneous purchase decisions, as well as to explore the persuasion process through the Elaboration Likelihood Model (ELM). This study adopts a correlational quantitative approach with purposive sampling techniques. The sample consists of 100 respondents who are active users of platform X, with the criteria of having read Thread Affiliate content and made purchases through the affiliate links provided. Data were collected using online questionnaires consisting of open- and close-ended statements, and analyzed using the Spearman Rank correlation test. The results show a very strong and significant relationship between Thread Affiliate exposure and impulsive buying behavior, with a correlation coefficient (r) of 0.942 and a significance value of p < 0.001. These findings indicate that higher frequency of exposure, longer reading duration, and increased attention to Thread Affiliate content are associated with greater tendencies toward impulsive purchases. Based on ELM theory, the persuasion process in this context predominantly occurs through the peripheral route, where purchasing decisions are influenced by simple cues such as product visuals, promotional language, emotional storytelling, or the credibility of the content creator. Nevertheless, a portion of respondents also showed signs of logical processing through the central route, especially when the purchase involved high-value or personally relevant products. This study concludes that Thread Affiliate content on platform X is an effective promotional strategy in influencing impulsive buying behavior on social media, as it demonstrates a strong relationship between media exposure and consumer response. Its ability to combine compelling narratives, attractive visuals, and easy access to purchase links makes it a highly relevant marketing tool for the current generation of digital users. Keywords: Thread Affiliate, impulsive buying, media exposure, social media, Elaboration Likelihood Model

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Mustikasari, Ratih Pandu NIDN 0029059204 UNSPECIFIED
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social and Political Sciences > Departement of Communication
Depositing User:	Febilla Parindra
Date Deposited:	21 Jul 2025 04:45
Last Modified:	21 Jul 2025 04:45
URI:	https://repository.upnjatim.ac.id/id/eprint/39841

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