Pengaruh Brand Image, Shopping Lifestyle, dan Flash Sale terhadap Impulse Buying pada Pengguna TikTok Shop
DOI:
https://doi.org/10.55606/makreju.v4i3.4442Keywords:
Brand Image, Flash Sales, Impulse Buying, Shopping Lifestyle, TikTok ShopAbstract
This study aims to analyze the influence of brand image, shopping lifestyle, and flash sales on impulse purchases among TikTok Shop users. The development of social commerce has changed consumer behavior, where purchasing decisions are no longer purely rational but are influenced by entertainment content, digital interactions, and urgency-based promotional strategies. This study used a quantitative approach with a survey of TikTok Shop users. The data obtained were analyzed using multiple linear regression to test the influence of variables partially and simultaneously. The results show that brand image has a positive effect on impulse purchases through increased trust and perceived quality. Shopping lifestyle encourages impulse purchases because shopping is seen as part of lifestyle and entertainment. Meanwhile, flash sales have a strong influence through time pressure and perceived scarcity. Simultaneously, these three variables were proven to have a significant effect on impulse purchases among TikTok Shop users. This study provides theoretical contributions to the study of digital consumer behavior and practical implications for businesses in designing effective marketing strategies on social commerce platforms.
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