PENGARUH INFLUENCER MARKETING, FINANCIAL LITERACY, DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING SERTA DAMPAKNYA PADA COMPULSIVE BUYING DI TIKTOK SHOP

MUHAMAD VICKY ABDILLAH, . (2025) PENGARUH INFLUENCER MARKETING, FINANCIAL LITERACY, DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING SERTA DAMPAKNYA PADA COMPULSIVE BUYING DI TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji pengaruh influencer marketing, financial literacy, dan hedonic shopping motivation terhadap impulsive buying serta dampaknya terhadap compulsive buying pada pengguna TikTok Shop. Tujuan penelitian ini adalah untuk memahami perilaku konsumen digital dan memberikan rekomendasi strategis bagi pemasaran yang etis serta peningkatan financial literacy. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring. Teknik pengambilan sampel yang digunakan adalah convenience sampling dengan jumlah sampel 250 responden mahasiswa di wilayah Jabodetabek. Skala pengukuran yang digunakan adalah skala Likert. Analisis data menggunakan metode SEM-PLS, yaitu teknik statistik untuk menguji dan mengevaluasi model hubungan antarvariabel. Pada 7 hipotesis yang diajukan, 5 hipotesis diterima dengan dampak signifikan dan 2 dengan dampak tidak signifikan. Penelitian ini menemukan bahwa influencer marketing, financial literacy, dan impulsive buying berpengaruh signifikan terhadap compulsive buying. Sementara itu, hedonic shopping motivation tidak berpengaruh signifikan terhadap impulsive maupun compulsive buying. Financial literacy terbukti menurunkan kecenderungan compulsive buying, sedangkan influencer marketing mendorong impulsive dan compulsive buying pada pengguna TikTok Shop. ***** This study examines the influence of influencer marketing, financial literacy, and hedonic shopping motivation on impulsive buying and its impact on compulsive buying among TikTok Shop users. The aim of this research is to understand digital consumer behavior and provide strategic recommendations for ethical marketing and the enhancement of financial literacy. A quantitative approach was employed using a survey method through an online questionnaire. The sampling technique used was convenience sampling with a total of 250 student respondents from the Jabodetabek area. The measurement scale applied was the Likert scale. Data were analyzed using the SEM-PLS method, a statistical technique used to test and evaluate the relationships between variables. Of the seven proposed hypotheses, five were supported with significant effects, while two showed no significant impact. The study found that influencer marketing, financial literacy, and impulsive buying significantly affect compulsive buying. Meanwhile, hedonic shopping motivation was found to have no significant effect on either impulsive or compulsive buying. Financial literacy was proven to reduce the tendency toward compulsive buying, whereas influencer marketing increased both impulsive and compulsive buying among TikTok Shop users.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Umi Widyastuti, S.E., M.E. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Muhamad Vicky Abdillah .
Date Deposited:	07 Aug 2025 00:32
Last Modified:	07 Aug 2025 00:32
URI:	http://repository.unj.ac.id/id/eprint/58364

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