Pengaruh Social Presence Dan Sales Promotion terhadap Impulsive Buying Pengguna TikTok Shop Generasi Z Di Indonesia

Nugraha, Satria (2026) Pengaruh Social Presence Dan Sales Promotion terhadap Impulsive Buying Pengguna TikTok Shop Generasi Z Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5031221074-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Perkembangan e-commerce dan social commerce di Indonesia mendorong perubahan perilaku konsumen, khususnya dalam aktivitas belanja digital yang semakin terintegrasi dengan interaksi sosial. Salah satu platform yang berkembang pesat adalah TikTok Shop, yang menggabungkan konten hiburan dengan aktivitas transaksi melalui fitur seperti live streaming dan promosi interaktif. Kondisi ini memunculkan fenomena impulsive buying, di mana konsumen melakukan pembelian secara spontan akibat stimulus yang diterima selama proses interaksi digital. Penelitian ini bertujuan untuk menganalisis pengaruh social presence dan sales promotion terhadap impulsive buying dengan peran mediasi flow experience dan consumer trust pada pengguna TikTok Shop Generasi Z di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada 139 responden yang memenuhi kriteria penelitian. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS-SEM) untuk menilai hubungan antar variabel dalam model penelitian. Hasil penelitian menunjukkan bahwa social presence dan sales promotion berpengaruh positif terhadap flow experience, serta social presence juga berpengaruh positif terhadap consumer trust. Selanjutnya, flow experience dan consumer trust terbukti memiliki pengaruh positif terhadap impulsive buying. Selain itu, flow experience dan consumer trust berperan sebagai variabel mediasi dalam hubungan antara social presence dan impulsive buying, serta flow experience juga memediasi hubungan antara sales promotion dan impulsive buying. Temuan ini menunjukkan bahwa interaksi sosial dan stimulus promosi tidak hanya memengaruhi perilaku konsumen secara langsung, tetapi juga melalui kondisi psikologis yang terbentuk selama proses belanja. Dengan demikian, penelitian ini memberikan kontribusi dalam pengembangan literatur pemasaran digital, khususnya dalam konteks social commerce, serta memberikan implikasi praktis bagi pelaku bisnis dalam merancang strategi pemasaran yang lebih efektif melalui pemanfaatan fitur interaktif dan promosi pada platform TikTok Shop.
==================================================================================================================================
The development of e-commerce and social commerce in Indonesia is driving changes in consumer behavior, particularly in digital shopping activities that are increasingly integrated with social interactions. One rapidly growing platform is TikTok Shop, which combines entertainment content with transaction activities through features such as live streaming and interactive promotions. This condition gives rise to the phenomenon of impulsive buying, where consumers make spontaneous purchases due to stimuli received during the digital interaction process. This study aims to analyze the influence of social presence and sales promotions on impulsive buying with the mediating role of flow experience and consumer trust in TikTok Shop Generation Z users in Indonesia. This study uses a quantitative approach with a survey method through questionnaires distributed to 139 respondents who meet the research criteria. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS-SEM) to assess the relationship between variables in the research model. The results show that social presence and sales promotions have a positive effect on flow experience, and social presence also has a positive effect on consumer trust. Furthermore, flow experience and consumer trust are proven to have a positive influence on impulsive buying. Furthermore, flow experience and consumer trust act as mediating variables in the relationship between social presence and impulsive buying, and flow experience also mediates the relationship between sales promotions and impulsive buying. These findings suggest that social interactions and promotional stimuli not only directly influence consumer behavior but also through psychological states formed during the shopping process. Thus, this research contributes to the development of digital marketing literature, particularly in the context of social commerce, and provides practical implications for businesses in designing more effective marketing strategies by utilizing interactive and promotional features on the TikTok Shop platform.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer Trust, Impulsive Buying, Flow Experience, Generation Z, Social Presence, Sales Promotion, TikTok Shop.
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Satria Nugraha
Date Deposited:	30 Jul 2026 08:47
Last Modified:	01 Aug 2026 06:00
URI:	http://repository.its.ac.id/id/eprint/140066

Actions (login required)

View Item