Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal SJEE (Scientific Journals of Economic Education)
Salsabila, Kamaludin Ahmad
Unknown Affiliation
Economics, Econometrics & Finance Education Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Dampak Influencer Marketing dan Customer Review Terhadap Impulse Buying dengan Price Discount sebagai Variabel Moderasi Pada Platform Tiktok Shop Salsabila, Kamaludin Ahmad; Vania, Amelindha
SJEE (Scientific Journals of Economic Education) Vol 9, No 1 (2025): April
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/sjee.v9i1.199

Abstract

This study aims to analyze the impact of Influencer Marketing and Customer Reviews on Impulse Buying among university students in Malang, with Price Discount as a moderating variable on the TikTok Shop platform. Data were collected through a survey of 152 respondents using purposive sampling, and analyzed using multiple linear regression. The results show that both Influencer Marketing and Customer Reviews have a positive and significant effect on Impulse Buying, with Customer Reviews having a greater impact compared to Influencer Marketing. Additionally, Price Discount was found to have a significant effect on Impulse Buying and moderates the relationship between Influencer Marketing and Impulse Buying. However, the interaction between Customer Reviews and Price Discount showed a negative impact on Impulse Buying, indicating that price discounts are more dominant than customer reviews. These findings confirm that social factors and pricing play a crucial role in driving impulse buying on social media-based e-commerce platforms. This research provides insights for marketers to design strategies that integrate influencer promotions, customer reviews, and price discounts to increase impulse buying among young consumers.
Co-Authors Amelindha Vania