Pengaruh Influencer Marketing, Live Streaming, dan Price Discount Terhadap Pembelian Impulsif Konsumen Muslim TikTok Shop

Abstract

Perkembangan TikTok Shop sebagai platform social commerce telah mendorong perilaku pembelian impulsif melalui berbagai strategi pemasaran digital. Penelitian ini bertujuan menganalisis pengaruh influencer marketing, live streaming, dan price discount terhadap pembelian impulsif pada konsumen muslim pengguna TikTok Shop di Jabodetabek melalui pendekatan Stimulus-Organism-Response (S-O-R). Penelitian ini menggunakan pendekatan kuantitatif dengan 188 responden di Jabodetabek dan diansalisis dengan statistik deskriptif dan SEM-PLS. Hasil analisis menunjukkan bahwa variabel influencer marketing, live streaming, dan price discount berpengaruh positif dan signifikan terhadap emotional response, variabel emotional response sebagai variabel mediasi berpengaruh positif dan signifikan terhadap pembelian impulsif. Temuan ini mengimplikasikan perlunya peningkatan literasi dan kontrol diri konsumen muslim dalam menghadapi masifnya stimulus digital marketing di media sosial.

The growth of TikTok Shop as a social commerce platform had encouraged impulsive buying through various digital marketing strategies. This study aims to analyze the influence of influencer marketing, live streaming, and price discounts on impulsive buying among Muslim consumers using TikTok Shop in the Jabodetabek area through the Stimulus-Organism-Response (S-O-R) approach. This study employed a quantitative approach involving 188 respondents in Jabodetabek, and the data were analyzed using descriptive statistics and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicated that influencer marketing, live streaming, and price discounts had positive and significant effects on emotional response. Futhermore, emotional response, as a mediating variable, had a positive and significant effect on impulsive buying. These findings implied the need to improve Muslim consumers’ literacy and self-control in responding to the massive digital marketing stimuli on social media.