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All Journal Jurnal Ekonomi Manajemen Sistem Informasi JURNAL ECONOMINA
Maulida Nurul Innayah
Universitas Muhammadiyah Purwokerto, Indonesia
Economics, Econometrics & Finance

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Impulse buying Produk Sepatu Aerostreet Di TikTokShop: Peran Sales Promotion, Content Marketing, Fashion Involvement dan Shopping Lifestyle Muhamad Satria Mediansyah; Totok Haryanto; Muchammad Agung Miftahuddin; Maulida Nurul Innayah
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 3 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i3.7454

Abstract

Perkembangan social commerce khususnya melalui TikTok Shop, telah memicu peningkatan perilaku pembelian impulsif pada produk fashion termasuk sepatu. Penelitian ini bertujuan untuk menganalisis pengaruh sales promotion, content marketing, fashion involvement, dan shopping lifestyle terhadap impulse buying  pada konsumen sepatu Aerostreet di TikTok Shop. Penelitian ini didasarkan pada Consumer Decision-Making Theory yang menjelaskan bahwa keputusan pembelian impulsif terjadi akibat interaksi antara stimulus pemasaran dan faktor internal konsumen. Pendekatan penelitian yang digunakan adalah kuantitatif asosiatif dengan melibatkan 200 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner berskala Likert, kemudian dianalisis menggunakan regresi linier berganda melalui SPSS 27. Hasil penelitian menunjukkan bahwa sales promotion, content marketing, fashion involvement, dan shopping lifestyle memiliki pengaruh positif dan signifikan terhadap impulse buying. Temuan tersebut menunjukkan bahwa efektivitas strategi promosi, kualitas konten digital, tingkat keterlibatan konsumen terhadap fashion, serta pola gaya hidup berbelanja berkontribusi penting dalam mendorong keputusan pembelian secara spontan. Penelitian ini memberikan kontribusi bagi pelaku bisnis khususnya brand lokal, dalam merancang strategi pemasaran digital yang efektif pada platform social commerce.
The Influence of Live Streaming, Brand Ambassadors, and Advertising on Purchase Decisions for Erigo Fashion Products on Shopee Hanin Lathifah; Restu Frida Utami; Erny Rachmawati; Maulida Nurul Innayah
JURNAL ECONOMINA Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i8.3873

Abstract

This study aims to analyze the influence of live streaming, brand Ambassadors, and Advertising on purchasing decisions for Erigo fashion products on Shopee. The study employs the Stimulus-Response (S-R) which was introduced by Ivan Pavlov in 1897, positioning live streaming, brand ambassadors, and advertising as stimuli that influence consumer responses— specifically, purchasing decisions. A quantitative approach was used, utilizing a non-probability purposive sampling technique to select 100 respondents who had previously purchased Erigo fashion products on Shopee. Data analysis was conducted using multiple linear regression with the aid of IBM SPSS Statistics 27. The results indicate that live streaming and brand ambassadors have a positive and significant influence on purchasing decisions, with brand ambassadors exerting the most dominant influence compared to the other variables. Meanwhile, while advertising showed a positive influence on purchasing decisions, the effect was not statistically significant. The novelty of this research lies in the simultaneous examination of the effects of live streaming, brand ambassadors, and advertising on purchasing decisions for Erigo fashion products on Shopee within the context of the Purwokerto community. This study is expected to contribute to the development of digital marketing research particularly regarding the application of S-R theory—and provide valuable insights for the company in formulating effective marketing strategies.
Co-Authors Erny Rachmawati Hanin Lathifah Muchammad Agung Miftahuddin Muhamad Satria Mediansyah Restu Frida Utami Totok Haryanto