Pengaruh Price Discount dan Bonus Pack Terhadap Impulsive Buying Produk Somethinc di Live TikTok Wilayah Jakarta.

Abstract

Perkembangan pesat Teknologi Informasi terutama platform TikTok telah mengubah lanskap pemasaran. Penelitian ini bertujuan mengkaji pengaruh price discount dan bonus pack berdampak pada impulsive buying produk Somethinc selama live streaming di TikTok. Jenis penelitian bersifat kuantitatif dengan teknik non-probability sampling, purposive sampling pada 100 responden di Jakarta sesuai dengan kriteria umur, pekerjaan, frekuensi pembelian, dll. Data penelitian menggunakan kuesioner online pada Maret - Juli 2024 dan dianalisis menggunakan software SPSS (Statistical Package for the Social Sciences) versi 25. Hasil menunjukkan price discount dan bonus pack secara simultan berpengaruh signifikan terhadap pembelian impulsive buying sebesar 71,7%. Bonus pack memberikan pengaruh dominan dengan nilai uji parsial 10,896. Bukti yang ada dapat dimanfaatkan untuk merancang strategi pemasaran yang lebih efektif guna memaksimalkan pembelian impulsif selama live streaming di TikTok, terutama melalui penerapan price discount dan bonus pack.

Kata kunci: Bonus Pack, Impulsive Buying, Live Streaming TikTok, Price Discount, Produk Somethinc.

The rapid development of Information Technology, especially the TikTok platform, has changed the marketing landscape. This study aims to examine the effect of price discounts and bonus packs on impulsive buying of Somethinc products during live streaming on TikTok. The type of research is quantitative with non-probability sampling techniques, purposive sampling on 100 respondents in Jakarta according to the criteria of age, occupation, purchase frequency, etc. The research data used an online questionnaire in March - July 2024 and was analyzed using SPSS (Statistical Package for the Social Sciences) version 25. The results show that price discounts and bonus packs simultaneously have a significant effect on impulsive buying by 71.7%. Bonus packs have a dominant influence with a partial test value of 10.896. The existing evidence can be used to develop more effective marketing strategies in the future. The existing evidence can be used to design more effective marketing strategies to maximize impulse purchases during live streaming on TikTok, especially through the implementation of price discounts and bonus packs.

Keyword: Bonus Pack, Impulsive Buying, Live Streaming TikTok, Price Discount, Somethinc product.