THE RELATIONSHIP BETWEEN THE MARKETING STRATEGIES OF CONTENT MARKETING, INFLUENCER MARKETING, AND TIKTOK SHOP ON TIKTOK, AND IMPULSIVE BUYING BEHAVIOR IN AMUNTAI HULU SUNGAI UTARA
DOI:
https://doi.org/10.36658/ijan.7.1.1301Keywords:
Content Marketing, Influencer Marketing, TikTok Shop, Impulsive BuyingAbstract
The rapid expansion of digital media, particularly the TikTok platform, has transformed contemporary marketing strategies and had a notable impact on the shopping behavior of younger generations. This study explores the connection between various TikTok-based marketing tactics specifically Content Marketing, Influencer Marketing, and the integration of TikTok Shop features and the impulsive buying habits of youth in Amuntai, Hulu Sungai Utara. Employing a descriptive quantitative design, data were obtained through surveys distributed to 76 individuals aged 17–25 who actively use TikTok. The information collected via structured questionnaires was analyzed using multiple linear regression. The results demonstrate that both Influencer Marketing and TikTok Shop significantly and positively influence impulsive purchasing behavior, while Content Marketing shows no substantial relationship. These findings imply that emotionally engaging promotions and convenient digital transaction features are more effective in triggering unplanned purchases than simply delivering visually appealing content. This research emphasizes the importance of designing marketing efforts that appeal to both emotional resonance and user convenience, especially when targeting digital-native consumers. In conclusion, the study illustrates how the integration of social influence and efficient shopping tools offers a strategic edge in appealing to impulsive buyers in today’s digital environment.
References
Azzahra, L., & Nursholehah, N. (2022). The Effect of using Celebrity Endorser on Consumer Impulse Buying Behavior (Survey on Scarlett Body Whitening in Bandung City, Indonesia) Pengaruh Penggunaan Celebrity Endorser Terhadap Implusive Buying Behavior Konsumen (Survey Pada Scarlett Body Whitening di Kota Bandung, Indonesia). International Journal Administration, Business and Organization (IJABO) |, 3(2), 70–82. https://ijabo.a3i.or.id
Cendya Yulia Avizena. (2022). Pengaruh Media Sosial TikTok Pada Pembelian Impulsif Daring Generasi-Z Melalui Efek Mediasi Respon Emosional.
Gracelia, Y., & Indriani, F. (2023). ANALISIS PENGARUH PEMASARAN MEDIA SOCIAL, REPUTASI INFLUENCER DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF MELALUI KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Tiktok Shop Di Kota Semarang). DIPONEGORO JOURNAL OF MANAGEMENT, 12(4). http://ejournal-s1.undip.ac.id/index.php/dbr
Ivathurrochmah, I. and S. (2023). PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP PEMBELIAN IMPULSIF DI MEDIASI SELF ESTEEM PADA GENERASI MUDA SURABAYA.
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 25(2), 1199–1253. https://doi.org/10.1007/s10660-023-09719-z
Juliana, H. (2023). Pengaruh Siaran Langsung Dan Manfaat Yang Dirasakan Terhadap Niat Beli Melalui Kepercayaan Konsumen Pada Aplikasi Tiktok Shop. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1517–1538. https://doi.org/10.54443/sinomika.v1i6.754
Kurniawati. (2022). Kredibilitas Social Media Influencer Marketing terhadap Minat Beli: Hedonisme Sebagai Moderasi. Jurnal Ilmiah Manajemen Dan Bisnis, 23(2). https://doi.org/10.30596/jimb.v23i2.11304
Darmawan, P., Transaksi, K., Penggunaan, K., Darmawan, D., Rachman Putra, A., & Mayjen Sungkono, U. (2022). 26 STIE MANDALA JEMBER PENGARUHNYA TERHADAP PERILAKU PEMBELIAN ONLINE SECARA IMPULSIF. In Jurnal Ekonomi: Vol. XVIII (Issue 1).
Ranaa, N. A., Made, I., Dirgantara, B., & Aryandika, A. A. (2023). PENGARUH SOCIAL PRESENCE TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA SIARAN LANGSUNG TIKTOK DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada Merek Somethinc). DIPONEGORO JOURNAL OF MANAGEMENT, 12(3). http://ejournal-s1.undip.ac.id/index.php/dbr
Shadrina, R. N., & Sulistyanto, Y. (2022). ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang). DIPONEGORO JOURNAL OF MANAGEMENT, 11(1). http://ejournal-s1.undip.ac.id/index.php/dbr
Wikaningtyas, S. U. (n.d.). DIGITAL MARKETING (Era Revolusi Industri 4.0).
Windi Puji Astuti. (2023). Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, dan Electronic Word of Mouth ter-hadap Perilaku Pembelian Impulsif Daring Mahasiswa Fakultas Ekonomi Universitas Negeri Semarang Angkatan 2020 dengan Shopping Enjoyment sebagai Variabel Intervening.
