Pengaruh Price Discount dan E-WOM Terhadap Impulsive Buying Pada Konsumen Muslim Pengguna TikTok Shop

Abstract

Pesatnya teknologi memudahkan konsumen Muslim mengakses informasi dan mendorong perilaku impulsif. Faktor seperti price discount, e-WOM, pendapatan, dan durasi penggunaan TikTok diduga memengaruhinya, meski Islam menekankan konsumsi berdasarkan kebutuhan. Penelitian ini menggunakan pendekatan Stimulus-Organism-Response (S-O-R) untuk menganalisis pengaruh keempat variabel tersebut terhadap impulsive buying pada konsumen Muslim pengguna TikTok Shop. Data primer dari 222 responden di Kabupaten Bogor dianalisis dengan statistik deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa price discount, e-WOM, dan pendapatan berpengaruh positif dan signifikan terhadap emotional response, yang bersama pendapatan juga berpengaruh signifikan terhadap impulsive buying. Sementara itu, durasi penggunaan TikTok tidak berpengaruh signifikan terhadap emotional response.

The rapid advancement of technology has facilitated Muslim consumers' access to information and encouraged impulsive behavior. Factors such as price discounts, e-WOM, income, and duration of TikTok usage are suspected to influence this, even though Islam emphasizes consumption based on needs. This study uses the Stimulus-Organism-Response (S-O-R) approach to analyze the influence of these four variables on impulsive buying among Muslim consumers using TikTok Shop. Primary data from 222 respondents in Bogor Regency were analyzed using descriptive statistics and SEM-PLS. The results showed that price discounts, e-WOM, and income had a positive and significant effect on emotional response, which, along with income, also had a significant effect on impulsive buying. Meanwhile, the duration of TikTok usage did not have a significant effect on emotional response.