PERILAKU IMPULSE BUYING DI TIKTOK SHOP: EFEK TREN AFFILIATE MARKETING DAN RELIGIOSITAS - Laura Hidayat Nurul Jabbar, - (2022)
Terdapat berbagai faktor yang dapat menyebabkan perilaku impulse buying di kalangan generasi Z muslim di Jawa Barat ketika melakukan pembelian di TikTok Shop. Penelitian ini bertujuan untuk mengetahui gambaran serta pengaruh tingkat affiliate marketing dan tingkat religiositas terhadap perilaku impulse buying di TikTok Shop dari generasi Z muslim di Jawa Barat. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan metode analisis SEM-PLS dan alat analisis yang digunakan adalah SmartPLS serta jumlah sampel yang diambil sebanyak 211. Hasil penelitian pada analisis deskriptif menunjukkan bahwa tingkat affiliate marketing dan tingkat religiositas berada pada kategori yang tinggi sedangkan variabel impulse buying berada pada kategori sedang. Selain itu, tingkat affiliate marketing berpengaruh positif terhadap perilaku impulse buying di TikTok Shop dari generasi Z muslim di Jawa Barat. Sementara itu, variabel tingkat religiositas tidak berpengaruh terhadap perilaku impulse buying di TikTok Shop dari generasi Z muslim di Jawa Barat. Selain memberikan gambaran yang lebih luas tentang perilaku impulse buying, hasil penelitian ini menunjukkan bahwa belanja dengan pengendalian diri diperlukan saat melakukan pembelian di TikTok Shop. Ini akan membantu pengguna TikTok menghindari jebakan psikologis affiliator TikTok. There are various factors that can cause impulse buying behavior of West Java generation Z muslims when making purchases at the TikTok Shop. The study aims to determine the description and influence of the level of affiliate marketing and the level of religiosity on impulse buying behavior in the TikTok Shop of generation Z muslims in West Java. The research method used was descriptive quantitative with the SEM-PLS analysis method and the analytical tool used was SmartPLS and the number of samples taken was 211. The results of the descriptive analysis showed that the level of affiliate marketing and the level of religiosity were in the high category, while the impulse buying variable was in the medium category. In addition, the level of affiliate marketing had a positive effect on impulse buying behavior of generation Z muslims in West Java when making a purchase at the TikTok Shop. Moreover, the variable level of religiosity had no effect on impulse buying behavior. In addition to providing a broader picture on impulse buying behavior, the results of this study indicates self-controlled shopping is required when making purchases at the TikTok Shop. This will help TikTok users avoid the psychological trap of TikTok affiliators.