Viadollorosa, Theresa Arum (2026) PENGARUH MOTIVASI HEDONIS DALAM BELANJA, FLASH SALE, DAN PROMO TWIN DATE TERHADAP IMPULSE BUYING PRODUK MINISO DI TIKTOK SHOP PADA MAHASISWA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the contribution of hedonic shopping motivation, Flash Sale, and Twin Date promotions toward Impulse Buying of Miniso products on the TikTok Shop platform in the City of Surabaya. The background of this research is based on the increasing consumptive behavior of society in the digital era, particularly among college students who actively use entertainment-based social media platforms such as TikTok Shop as a means of shopping. In addition, digital promotional strategies such as Flash Sale and Twin Date promotions are considered capable of encouraging spontaneous purchases among consumers. The method adopted is quantitative with a survey approach. The research sample was taken from college students in the City of Surabaya who have purchased Miniso products through TikTok Shop, using a purposive sampling technique with a total of 180 respondents. Data was collected through an online questionnaire and analyzed using the Partial Least Square (PLS) method with the assistance of SmartPLS 4.0 software. The findings show that hedonic shopping motivation has a positive and significant impact on Impulse Buying of Miniso products on TikTok Shop. Likewise, Flash Sale and Twin Date promotions are proven to have a positive and significant impact on Impulse Buying. Together, the three variables have a real impact in driving the increase of consumers' spontaneous purchases. The implications of this research emphasize the importance for companies, particularly Miniso, of understanding consumers' hedonic behavior and optimizing digital promotional strategies such as Flash Sale and Twin Date promotions in order to increase Impulse Buying on the TikTok Shop platform. Keywords: Hedonic Shopping Motivation, Flash Sale, Twin Date Promotion, Impulse Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Arum Theresa Viadollorosa | ||||||||
| Date Deposited: | 08 Jul 2026 01:10 | ||||||||
| Last Modified: | 08 Jul 2026 01:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54794 |
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