PENGARUH ONLINE CUSTOMER REVIEW, HARGA, DAN AFFILIATE MARKETING TERHADAP PEMBELIAN IMPULSIF KFASHION PADA PENGGUNA TIKTOK DI BANYUMAS

Silvia, Dewi Pratama (2023) PENGARUH ONLINE CUSTOMER REVIEW, HARGA, DAN AFFILIATE MARKETING TERHADAP PEMBELIAN IMPULSIF KFASHION PADA PENGGUNA TIKTOK DI BANYUMAS. Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri.

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Text SILVIA DEWI PRATAMA- PENGARUH ONLINE CUSTOMER REVIEW, HARGA, DAN AFFILIATE MARKETING TERHADAP PEMBELIAN IMPULSIF KONSUMEN FASHION PADA PENGGUNA TIKTOK DI BANYUMAS.pdf Download (4MB) | Preview

Abstract

Digitalization is very rapid today makes shopping activities no longer meet  directly with sellers, you can just open an online buying and selling application.  One of the social media applications that is popular among the public is TikTok in  which there is E-Commerce called TikTok Shop. TikTok comes as a new  innovation of marketing strategies that attract attention and can influence impulse  purchases.  This study aims to determine the effect of online customer reviews, prices,  affiliate marketing on impulse purchases of fashion consumers on TikTok users in  Banyumas. This research is a quantitative research that uses primary data in the  form of questionnaires and interviews. The sample of this study was 104  respondents with purposive sampling method. The instrument test in this study is  a validity test and a reliability test. Then, analyze the data using multiple linear  regression analysis methods, coefficient of determination (R2) tests and  hypothesis testing using t tests and F tests. Furthermore, the classical assumption  tests used are the normality test, multicollinearity test and heteroscedasticity test. The results showed that partially online customer reviews did not affect  the impulse purchases of fashion consumers on TikTok users, price did not affect  the impulse purchases of fashion consumers on TikTok users, but affiliate  marketing had a positive and significant effect on impulse purchases of fashion  consumers on TikTok users. While simultaneously online customer reviews,  prices, affiliate marketing have a positive and significant effect on the impulse  purchases of fashion consumers on TikTok users.

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