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Nurchayati Nurchayati
FEB UNTAG Semarang
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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

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Pengaruh Content Marketing Brand di TikTok dan Persepsi Harga Terhadap Impulse Buying Produk Roti Murfianingsih, Novia; Nurchayati, Nurchayati; Sulistiyani, Sulistiyani; Widayati, Tri
Journal of Business and Economics Research (JBE) Vol 7 No 1 (2026): February 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i1.9257

Abstract

The development of social media has driven changes in consumer behavior, particularly in spontaneous purchasing decisions (impulse buying), along with the increasing utilization of digital platforms as marketing media. TikTok has become one of the platforms widely used by brands to deliver engaging and persuasive marketing content. This study aims to analyze the influence of content marketing and price perception on consumer impulse buying of Roti'O products in Semarang City. This study employs a quantitative approach with associative research design. The sampling technique used was purposive sampling with criteria of TikTok users who have viewed Roti'O content and made product purchases. Data were collected through questionnaires and analyzed using multiple linear regression analysis with SPSS software. The results show that simultaneously, content marketing and price perception have a positive and significant effect on impulse buying with an F value of 10.325 (p = 0.000) and an Adjusted R² value of 0.159, indicating that 15.9% of the variation in impulse buying can be explained by both variables. Partially, content marketing has a positive and significant effect on impulse buying (t = 2.795; p = 0.006), where relevant, informative, valuable, easy-to-understand, easily discoverable, and consistently presented content can attract attention and create emotional interest that encourages spontaneous purchases. Price perception also has a positive and significant effect on impulse buying (t = 2.086; p = 0.040), where prices perceived as affordable, aligned with product quality and benefits, and competitive can shape positive value perceptions in consumers' minds, thereby encouraging unplanned purchase decisions. The novelty of this study lies in the simultaneous examination of the influence of TikTok-based content marketing and price perception on impulse buying for food products, positioning TikTok as an interactive and emotional visual marketing medium to provide contextual understanding of the mechanisms underlying impulsive buying behavior formation in the digital marketing era. This study provides theoretical contributions to the development of digital marketing studies and practical contributions for business practitioners in designing effective content strategies and pricing to enhance consumer impulse buying.
Co-Authors , Muchayatin Achmad Zainuri Adia Syifa Isnani Adissa Indriana Putri Agung Wibowo Agung Wibowo AGUS WIDODO Alifiya Ufaida Amanda, Nadia Desya Amelia, Ayu Andalan Tri Ratnawati Andre Dwy Prayoga Andreas Saputro Aqila Carinda Naura Arif Mulyanto Arif Mulyanto, Arif Arif Wahyu Setyo Budi Aris Mardiyono Ariyanti, Rini Attar Husna Fathiya Attin Munadhiroh Burhanuddin Burhanuddin Cahyani, Fitnaningsih Endang Cahyono Cahyono CH Astra Nugraha Dayanti, Agustina Diah Dwi Rahmawati Endang Swastuti Fachrama Fachrama Fatmawati, Fatmawati FIRMAN PRIBADI Frans Sudirjo Hafidah, Nur Hafidz Hamidah Yusuf, Abdul Hartono, Rudi Hasyim Hasyim Hendry Sakke Tira, Hendry Sakke Herlina Herlina Hermawan, Andreas Dani Tjoa Heru Eko Prasetyo Hikmah Hikmah I Wayan Joniarta I.B. Alit, I.B. Ida Bagus Gde Gianyar, Ida Bagus Ikut, Camilus Isidorus Imam Gozali Indriawati, Aulia IRA DARMAWANTI Irgi Biantara Irine Putri Nalaria Isnaini Putri Arifin Jamaluddin Majid Janti Soegiastuti Jaro'ah, Siti Joko Riyanto Judijanto, Loso Jumrotun, Jumrotun Juniarto, Galuh Kristanto, Ardhy Kristianingsih, Eni KURNIATAMA, SONYADI KUSUMA WARDANI Kusumawati, Yupie Laurina, Nia Alna Liestyowati Liestyowati Lina Listyawati Lisa Erfi Yunita LISTIANA SRI MULATSIH LITAMAHUPUTTY, JACOMINA VONNY M Syahrul Made Wijana, Made Marianingsih, Ita Merita Arini Moch Zihad Islami Muchayatin Muchayatin Muchayatin, Muchayatin Muhammad Yusron Maulana El-Yunusi Mulastih, Listiana Sri Murfianingsih, Novia Musprihadi, Ribut Mutiarachim, Atika Nugraha, Asta Nur Widawati, Desi Nurajizah Nurajizah Nurpatria Nurpatria, Nurpatria Oxzy Yoga Pratama Pandri Pandiatmi Paramarta, M.Magistra Apta Parju Parju Parju Parju Parju, Parju Pradanawan Febiansyah Nugraha Prasetyo, Heru Eko Pratiwi, Silvi Priyombodo, Bony Purnawarman Purnawarman, Purnawarman Puspitowarno Puspitowarno Rahman, Fitri Aulia Ratna Diyah Ayu Permatasari Ratnawati Dwi Putranti Honorata Rizkina Intan Pandini Rizqiyah, Aulia Rachmah RR. Ella Evrita Hestiandari Rr. Suprantiningrum Rudy Sutanto S.H. Pamuji, S.H. Sadam Husaini SAYIDATIN NASAROH Setyabudi, Setyabudi Setyawati, Selvia Lilis Setyobudi Setyobudi Setyobudi Setyobudi Setyonugroho, Winny Sinarep Sinarep SIPAKOLY, SELLY Siska Yuli Anita Siti Aminah Siti Ulfiyani, Siti Slamet Riyadi Sonia, Eva Sri Puji Lestari Sri Suprapti Sri Suprapti Sukardi Sukardi Sukardi Sukardi Sukirman Sukirman SULISTIYANI SULISTIYANI Sulistyani Sulistyani Suparjo Suparmi Suparmi Suparmi Suparmi Supriyatno, Mega Suroto Suroto Suroto suroto Suteja Suteja, Suteja Suyati - Tariza Aprilia Devianti Tety Aprilla Rismawani Tiara Putri Innayah Tri Widayati Vania Ardelia Warih Andan Puspitosari Widi - Hariyanti Widi Kurniawan Wijayanti, Indah Oktari Wulan Sari, Nova Lailan Wuryantoro, Javier Atallariz Yahya Yahya Yahya, Muhammad Rizky Yasmien, Nurria Yesung Allo Padang Yesung Allo Padang, Yesung Allo Yolandha Raharjo Yunita, Lisa Erfi Zulkarnain, Andre