Pengaruh Price Discount dan Online Customer Review Terhadap Impulse Buying Produk Skincare Glad2Glow Pada Pengguna TikTok Shop di Jakarta Selatan
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Abstract
The rapid development of social commerce has transformed consumer purchasing behavior, particularly through TikTok Shop, which integrates shopping activities with social media interactions. Various digital marketing strategies, including Price Discounts and Online Customer Reviews, are believed to encourage Impulse Buying behavior among consumers. This study aims to analyze the influence of Price Discount and Online Customer Review on Impulse Buying of Glad2Glow Skincare products among TikTok Shop users in South Jakarta. This research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 110 respondents selected using purposive sampling and analyzed using multiple linear regression with SPSS. The findings indicate that Price Discount has a positive and significant effect on Impulse Buying with a t-value of 4.575 and a significance value of 0.000. Online Customer Review also has a positive and significant effect on Impulse Buying with a t-value of 7.212 and a significance value of 0.000. Simultaneously, both variables significantly influence Impulse Buying with an F-value of 36.622 and a significance value of 0.000. The Adjusted R Square value of 0.395 indicates that both independent variables explain 39.5% of the variation in Impulse Buying, while the remaining 60.5% is influenced by other factors outside this study. Therefore, Price Discount and Online Customer Review are proven to be important factors influencing consumers’ Impulse Buying behavior toward Glad2Glow Skincare products on TikTok Shop.
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References
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