BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION
-
Syahvina Bianca Isman(1)
Department of Management, Universitas Ary Ginanjar
-
Ahmad Maulidizen(2*)
Department of Management, Universitas Ary Ginanjar
(*) Corresponding Author
Abstract
This research aims to investigate the impact of TikTok marketing content on impulsive purchasing moderated by product reviews, focusing on cosmetic products with the highest sales in Indonesia, specifically Luxcrime as the brand under study. The research method employed is quantitative research involving 100 respondent samples. Data management was conducted using Smart-PLS 4.0. The findings reveal that, without considering the contribution of the moderating variable, TikTok marketing content significantly influences impulsive purchasing. However, when considering the moderating effect of product reviews, TikTok marketing content does not significantly affect impulsive purchasing. The study also found that TikTok marketing content and product reviews collectively explain 40.9% of the variance in impulsive purchasing behavior. In conclusion, impulsive purchasing of Luxcrime cosmetic products can be significantly influenced by TikTok marketing content. Furthermore, product reviews were found to not significantly influence TikTok marketing content and impulsive purchasing when serving as a moderating variable, but they may have a significant impact on TikTok marketing content when acting as an independent variable
Keywords: TikTok Marketing; Impulsive Purchasing; Cosmetic Products; Luxcrime; Product Review
Downloads
References
Cahyaningtyas, R., & Wijaksana, T. I. (2021). Pengaruh Review Produk Dan Konten Marketing Pada Tiktok Terhadap Keputusan Pembelian Scarlett Whitening By Felicya Angelista. EProceedings of Management, 8(5), 6488–6498.
Cahyorini, A., & Rusfian, E. Z. (2012). The Effect of Packaging Design on Impulsive Buying. Journal of Administrative Science & Organization, 18(1), 11–21.
Ghozali, I., & Latan, H. (2015a). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 untuk Penelitian Empiris. BP Undip.
Ghozali, I., & Latan, H. (2015b). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP. Undip.
Lestari, F. (2020). Social Media Content of Instagram on Impulse Buying. Review of Behavioral Aspect in Organizations & Society, 2(2), 59–66.
https://doi.org/http://dx.doi.org/10.32770/rbaos.vol259-66
Melisa, D., & Damayanti, R. (2022). Impulse Buying Pada Pengguna E-Commerce Di Kota Surakarta Ditinjau Dari Online Customer Review Dan Website Quality. Jurnal Dimensi, 13(3), 543–554.
https://doi.org/https://doi.org/10.33373/dms.v11i3.4332
Mustaqor, A., & Winanto, S. (2022). Pengaruh Payment Gateway dan Kemudahan Transaksi Terhadap Keputusan Pembelian Dengan Etika Konsumsi Islam Sebagai Variabel Moderasi: Studi Kasus Produk Mukenah Dalanova, Widiping. Jurnal Ilmiah Wahana Pendidikan, 8(1), 748–758.
Nabila, S. M. (2019). Pengaruh Review Produk dan Brand Awareness Terhadap Trust dan Minat Beli: Studi Kasus Review Flow Fushi ION De Cushion oleh Allyssa Hawadi Melalui Instagram. Mediakom: Jurnal Ilmu Komunikasi, 3(1), 107–121. https://doi.org/10.35760/Mkm.2019.V3i1.2232
Piesse, J., Lee, C.-F., Lin, L., & Kuo, H.-C. (2022). Merger and Acquisition: Definitions, Motives, and Market Responses. In Encyclopedia of Finance (pp. 877–894). https://doi.org/https://doi.org/10.1007/978-3-030-91231-4_28
Tauriana, D., & Fietrin, I. (2011). Pengaruh Penempatan Produk di Kasir dan Sales Person terhadap Impulse Buying. Journal The Winners, 12(1), 61–70.
https://doi.org/https://doi.org/10.21512/tw.v12i1.684
Yahmini, E. (2020). Kecenderungan Impulse Buying Pada Mahasiswa Ditinjau Dari Latar Belakang Keluarga. Exero:Journal of Research in Business and Economics, 2(1), 41–56. https://doi.org/10.24071/exero.v2i1.2110
