The Influence of Tiktok Content Marketing, Promotion and Online Customer Review on Shopee Marketplace Towards Online Impulsive Buying (A Study on Bare n Bliss Shopee Consumers in Surabaya)
DOI:
https://doi.org/10.38035/dijefa.v6i4.4851Keywords:
Tiktok Content Marketing, Promotion, Online Customer Review, Online Impulsive Buying, MarketplaceAbstract
The development of digital technology has driven major changes in people's behavior in doing business, including in online shopping activities and also business marketing that has shifted to digital. The phenomenon of online purchases in society encourages online impulse purchases which are of particular concern. Bare n bliss is a beauty product that maximizes its product marketing digitally. Its products are actively promoted on tiktok social media, and bare n bliss is also present in the shopee marketplace to transact and maximize promotion and provide information. This study aims to analyze the influence of tiktok content marketing, promotions, and online customer reviews on shopee marketplace towards online impulsive buying in shopee consumers of Bare n Bliss products in Surabaya. The research method used is quantitative associative with sampling using purposive sampling which amounted to 110 respondents by distributing google forms to bare n bliss shopee consumers who are TikTok and Shopee application users that live in Surabaya. The data analysis technique used SPSS 27 software. The results showed that both partially and simultaneously, Tiktok content marketing, Promotion, and Online customer review had a positive and significant effect on Online impulsive buying.
References
Amirul, D. I., & Ajizah, N. (2023). PENGARUH ONLINE CUSTOMER REVIEW DAN PROMOSI TERHADAP IMPULSE BUYING MELALUI MINAT BELI DI APLIKASI TIKTOK PADA MAHASISWA UNIVERSITAS MERDEKA PASURUAN. Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(1), 131–141. http://jurnal.anfa.co.id/index.php/mufakat
Anggraeni, F. G. (2020). Pengaruh trait kepribadian, social influence, dan faktor demografi terhadap impulsive buying melalui internet (online). Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Azizah, F. N., Puspakaritas, F. N., Pramesti, V. A., Putri, Y. A. S., & Azizah, N. (2021). PENGARUH KUALITAS LAYANAN E-COMMERCE SHOPEE TERHADAP LOYALITAS PENGGUNA SHOPEE. JABEISTIK : Jurnal Analitika Bisnis, Ekonomi, Sosial Dan Politik, 1(1), 56.
Basuki, & Iryani, I. (2023). Pengaruh Gaya Hidup Flexing,Pendapatan dan Hedonic Shopping Motivation terhadap Pembelian Impulsif melalu Online Shopping dengan Media Sosial sebagai Variabel Moderasi. Universitas Kristen Satya Wacana.
Chan, G. F., Akhmad, I., & Hinggo, H. T. (2022). Pengaruh Promosi Dan Harga Terhadap Impulse Buying Pada Pengguna E-Commerce Shopee Di Pekanbaru. Economics, Accounting and Business Journal, 2(1), 151–159.
Conita, T., & Mardhiyah, A. (2024). Pengaruh Shopping Lifestyle, Online Customer Review dan Price Discount terhadap Impulse Buying (Studi pada Pengguna Tiktok di Kota Medan). Jurnal Disrupsi Bisnis, 7(3), 572–582. https://doi.org/10.32493/drb.v7i3.40386
Fatika, R. A. (2024, October). 10 Negara dengan Pengguna TikTok Terbesar, Indonesia Urutan Berapa? Goodstats. https://data.goodstats.id/statistic/10-negara-dengan- pengguna-tiktok-terbesar-indonesia-urutan-berapa-xFOgI
Fauzi, S., & Lina, L. F. (2021). Peran Foto Produk, Online Customer Review dan Online Customer Rating Pada Minat Beli Konsumen Di E-Commerce. Jurnal Muhammadiyah Manajemen Bisnis, 2(1), 21. https://doi.org/10.24853/jmmb.2.1.151-156
Fortuna, C. D. H. (2022). Tiktok as social media marketing and the impact on purchase decisions. Marketing Management Studies,2(2). https://doi.org/https://doi.org/10.24036/mms.v2i2.305
Gunawan, O. E., Marantika, I. G., & Herlina, S. (2024). Pengaruh Direct Marketing, Content Marketing, dan Content Creator Terhadap Impulsive Consumption Pada TikTok Live di Yogyakarta. EQUILIBRIUM: Jurnal Bisnis & Akuntansi (EJBA), XVIII(2), 123–135. https://doi.org/10.61179/e
Herdiansyah, A. I., Farida, E., & Hardaningtyas, R. T. (2024). Pengaruh Online Customer Review, Live Streaming, Dan Voucher Gratis Ongkir Terhadap Impulsive Buying Pada Konsumen E-Commerce Tiktok Shop Di Kota Malang (Studi pada pengguna E- Commerce Tiktok Shop di Kota Malang). E-Jurnal Riset Manajemen, 14(1), 56–63.
Ikhsan. (2024, January 5). 25 Marketplace Online Terbesar di Indonesia [Update 2024]. Sasana Digital. https://sasanadigital.com/pilih-marketplace-atau-toko-online-sendiri- pahami-dulu-perbedaannya/
Indriawan, B. M., & Santoso, I. H. (2023). Pengaruh Sales Promotion, Content Marketing, Dan Shopping Lifestyle Content Creator Tiktok Terhadap Keputusan Impulse Buying Pada E-Commerce Shopee. Jurnal Ekombis Review, 11(1), 905–914. https://doi.org/10.37676/ekombis.v11i1
Mas, H. A. I., Wahono, B., & Rahmawati. (2024). Pengaruh Sales Promotion, Content Marketing Dan Shopping Lifestyle Terhadap Impulse Buying Pada Aplikasi Tiktok Shop (Studi Kasus Pada Mahasiswa Manajemen FEB UNISMA Angkatan 2020). E-Jurnal Riset Manajemen, 13(1), 1099–1108.
Putri, N.K. (2024, February). We Are Social: 59 persen pengguna internet Indonesia hobi belanja online. Techinasia. https://id.techinasia.com/indonesia-hobi-belanja-online
Putriani, W., Endang, A., & Narti, S. (2023). Tiktok Sebagai Media Kreasi Oleh Konten Kreator Dalam Mempromosikan Produk. 2(2), 99–114.
Sari, R. (2021). Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi, 7(1), 44–57.
Sihombing, D. O., & Sukati, I. (2022). Analisis Pengaruh Promosi, Life Style, dan Kualitas Produk Terhadap Impulse Buying Shopee di Kota Batam. ECo-Buss, 5(2), 754–766.
Wardhani, Z. M., & Suwitho. (2022). Pengaruh Harga, Shopping Lifestyle, dan Promosi Terhadap Impulse Buying Pada Pembelian Online Shop (Studi Kasus Mahasiswa Stiesia Surabaya). Jurnal Ilmu Dan Riset Manajemen, 11(7), 1–17.
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation- confirmation model, and flow theory issues. International Journal of Information Management, 52.
Yunus, I., & Ariawan. (2022). Keputusan Pembelian Konsumen : Perspektif Online Consumer Review. PRAGMATIS, 3(1), 36–4.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Desnita Mazaya Choirunisa, Nurul Azizah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
