Utama, Aldinda Fanya Kanza (2026) PENGARUH INFLUENCER MARKETING, DISCOUNT VOUCHER DAN SOCIAL PROOF TERHADAP IMPULSE BUYING PADA KONSUMEN KEBAB TURKI BABA RAFI DI TIKTOK GO. Undergraduate thesis, UPN "Veteran" Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22012010298_Cover.pdf Download (1MB) |
|
Text (Bab 1)
22012010298_Bab 1.pdf Download (669kB) |
|
Text (Bab 2)
Bab 2.pdf Restricted to Registered users only until 3 July 2029. Download (469kB) | Request a copy |
|
Text (Bab 3)
Bab 3.pdf Restricted to Registered users only until 3 July 2029. Download (427kB) | Request a copy |
|
Text (Bab 4)
Bab 4.pdf Restricted to Registered users only until 3 July 2029. Download (494kB) | Request a copy |
|
Text (Bab 5)
Bab 5.pdf Download (193kB) |
|
Text (Daftar Pustaka)
Daftar Pustaka.pdf Download (245kB) |
|
Text (Lampiran)
Lampiran.pdf Restricted to Registered users only until 3 July 2029. Download (479kB) | Request a copy |
Abstract
Perkembangan social commerce pada platform TikTok mendorong meningkatnya perilaku impulse buying konsumen akibat pengaruh berbagai stimulus digital. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, discount voucher, dan social proof terhadap impulse buying pada konsumen Kebab Turki Baba Rafi di TikTok Go. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non-probability sampling melalui purposive sampling. Data dikumpulkan menggunakan kuesioner berbasis Google Form kepada 102 responden yang memenuhi kriteria penelitian. Teknik analisis data menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS, meliputi evaluasi outer model dan inner model serta uji hipotesis melalui bootstrapping. Hasil penelitian menunjukkan bahwa influencer marketing, discount voucher, dan social proof berpengaruh positif dan signifikan terhadap impulse buying. Temuan ini menunjukkan bahwa kredibilitas influencer, persepsi nilai dari potongan harga, serta bukti sosial mampu mendorong konsumen melakukan pembelian secara spontan. Kata Kunci: Discount Voucher; Impulse buying; Influencer Marketing; Social Proof
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Aldinda Fanya Kanza Utama | ||||||||
| Date Deposited: | 03 Jul 2026 06:46 | ||||||||
| Last Modified: | 03 Jul 2026 07:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54529 |
Actions (login required)
 |
View Item |