Wulan, Tania Urmila Cahayaning (2026) Pengaruh Brand Ambassador, Discount Price, dan Online Customer Review Terhadap Impulsive Buying Pada Marketplace Tiktok Shop (Studi Pada Generasi Z di Kabupaten Tuban). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This study aims to identify and analyze the partial and simultaneous effects of Brand Ambassadors, Discount Prices, and Online Customer Reviews on Impulsive Buying behavior on the TikTok Shop marketplace. The subjects of this research focus on Generation Z consumers residing in Tuban Regency. The type of research used is descriptive quantitative. The population in this study consists of Generation Z in Tuban Regency who are active users of TikTok Shop, with the sample size determined using the Slovin formula, resulting in 160 respondents. The data collection technique was conducted by distributing questionnaires utilizing a Likert Scale. The data analysis technique employed is multiple linear regression analysis assisted by SPSS software. The results of the study show that simultaneously, the variables of Brand Ambassador, Discount Price, and Online Customer Review have a positive and significant influence on Impulsive Buying behavior. The integration of figure appeal, competitive discounted price offers, and trusted reviews from previous consumers is proven to form a powerful stimulus ecosystem in driving spontaneous or unplanned purchasing decisions among Generation Z users of TikTok Shop. Keywords: Brand Ambassador, Discount Price, Online Customer Review, Impulsive Buying, TikTok Shop, Generation Z
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Tania Urmila Cahayaning Wulan | ||||||||
| Date Deposited: | 20 Jul 2026 03:36 | ||||||||
| Last Modified: | 20 Jul 2026 03:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56053 |
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