PERILAKU IMPULSIVE BUYING DI PLATFORM TIKTOK PADA MAHASISWA FISH UNJ

HILMI TAZKIA, . (2025) PERILAKU IMPULSIVE BUYING DI PLATFORM TIKTOK PADA MAHASISWA FISH UNJ. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui bentuk, faktor penyebab, dan dampak dari perilaku pembelian impulsive mahasiswa di platform TikTok. Perkembangan media sosial berbasis video pendek seperti TikTok telah mendorong perubahan pola konsumsi, khususnya melalui fitur TikTok Shop, live streaming, dan algoritma konten yang bersifat personal dan sugestif. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa terdapat empat bentuk perilaku pembelian impulsive, yaitu pure impulsive buying, reminder impulsive buying, planned impulsive buying, dan suggested impulsive buying, dengan bentuk yang paling dominan adalah suggested impulsive buying. Faktor-faktor yang memengaruhi perilaku ini terdiri dari faktor internal, meliputi suasana hati, kontrol diri, dan kompensasi diri, serta faktor eksternal seperti pengaruh influencer, fitur dan promosi TikTok, serta testimoni dari pengguna lain. Dampak dari perilaku impulsive ini mencakup dampak ekonomi,psikologis, dan sosial bagi mahasiswa.*****This research aims to determine the forms, causal factors, and impacts of students' impulsive buying behavior on the TikTok platform. The development of short video- based social media such as TikTok has driven changes in consumption patterns, particularly through the TikTok Shop feature, live streaming, and personalized and suggestive content algorithms. This study used a descriptive method with a qualitative approach. Data collection techniques were carried out through observation, in-depth interviews, and documentation. The results showed that there are four forms of impulsive buying behavior: pure impulsive buying, reminder impulsive buying, planned impulsive buying, and suggested impulsive buying, with suggested impulsive buying being the most dominant form. Factors influencing this behavior consist of internal factors, including mood, self-control, and self- compensation, as well as external factors such as the influence of influencers, TikTok features and promotions, and testimonials from other users. The impact of this impulsive behavior includes economic, psychological, and social impacts for students.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Sujarwo, M.Pd. ; 2). Nurul Istiqomah, M.Pd.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Teori Ekonomi Ilmu Sosial > Sosiologi
Divisions:	FIS > S1 Pendidikan IPS
Depositing User:	Hilmi Tazkia .
Date Deposited:	09 Aug 2025 07:27
Last Modified:	09 Aug 2025 07:27
URI:	http://repository.unj.ac.id/id/eprint/59272

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