Analisis Faktor-faktor yang Mempengaruhi Impulse Buying Konsumen TiKToK Shop pada Masyarakat Desa Penerokan Kabupaten Batang Hari - Jambi

Abstract

consumers. This study uses a qualitative approach with data collection techniques conducted through observation, interviews, and questionnaires distributed to TikTok users with a sample of 69 heads of households in Penerokan Village, Batang Hari Regency, Jambi Province.  The results of the study show that the factors that drive impulse buying consist of Price Discounts, Hedonistic Shopping Motivation, Trends, FoMO, Free Shipping, and Brand Ambassadors. Each factor has a different influence on impulse buying behavior. Price Discounts influence consumers through the perception of financial gain, Hedonistic Shopping Motivation creates a feeling of pleasure, Trends and FoMO encourage consumers to follow social trends, while Brand Ambassadors foster trust in the products offered. Furthermore, the results also show that Free Shipping is the most dominant factor influencing impulse buying among TikTok Shop consumers in the community of Penerokan Village.