PENGARUH LIMITED TIME OFFER, DISKON, DAN INFLUENCER MARKETING TERHADAP IMPULSIVE BUYING PADA PLATFORM TIKTOK SHOP: PERAN MEDIASI HEDONIC MOTIVATION
(Studi Pada Generasi “Z” Pengguna TikTok Shop di Kota Manado)
DOI:
https://doi.org/10.35794/jmbi.v13i1.66964Abstrak
The development of social commerce through TikTok Shop has influenced the shopping behavior of Generation Z, who are highly responsive to various digital marketing strategies. This study aims to analyze the effect of limited time offers, discounts, and influencer marketing on impulsive buying with hedonic motivation as a mediating variable among Generation Z TikTok Shop users in Manado City. This research employed a quantitative approach using a survey of 154 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that discounts and influencer marketing have a positive effect on hedonic motivation, while limited time offers do not have a significant effect. Discounts and hedonic motivation significantly influence impulsive buying, whereas limited time offers and influencer marketing do not. Furthermore, hedonic motivation mediates the effect of discounts and influencer marketing on impulsive buying but does not mediate the effect of limited time offers
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