INFLUENCER MARKETING, DISCOUNT VOUCHER, DAN SOCIAL PROOF PADA IMPULSE BUYING KEBAB TURKI BABA RAFI DI TIKTOK GO - Aldinda Fanya Kanza Utama; Sugeng Purwanto (Insan Doktor Ekonomi Indonesia (IDEI), 2026)
Perkembangan social commerce pada platform TikTok mendorong meningkatnya perilaku impulse buying, khususnya pada sektor food and beverage. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, discount voucher, dan social proof pada impulse buying. Metode yang digunakan adalah pendekatan kuantitatif dengan data primer yang diperoleh melalui kuesioner daring kepada 102 responden yang berusia minimal 17 tahun, memiliki akun TikTok, dan pernah melakukan pembelian Kebab Turki Baba Rafi melalui TikTok Go. Teknik analisis data menggunakan SEM-PLS dengan bantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan pada impulse buying (T-Statistic 2,358 > 1,96; P-Value 0,019 < 0,05). Discount voucher juga berpengaruh positif dan signifikan (T-Statistic 2,218 > 1,96; P-Value 0,027 < 0,05), serta social proof berpengaruh positif dan signifikan (T-Statistic 2,580 > 1,96; P-Value 0,010 < 0,05). Temuan ini diperkuat oleh hasil pra survei yang menunjukkan jika mayoritas responden melakukan impulse buying. Penelitian ini berkontribusi dalam memberikan pemahaman tentang efektivitas strategi pemasaran berbasis social commerce dalam meningkatkan perilaku impulse buying konsumen. The development of social commerce on the TikTok platform drove an increase in impulse buying behavior, particularly in the food and beverage sector. This study aimed to analyze the influence of influencer marketing, discount vouchers, and social proof on impulse buying. This research employed a quantitative approach using primary data collected through an online questionnaire distributed to 102 respondents aged at least 17 years, who had a TikTok account and had purchased Kebab Turki Baba Rafi via TikTok Go. Data analysis was conducted using SEM-PLS with the assistance of SmartPLS 3.0. The results indicated that influencer marketing had a positive and significant effect on impulse buying (t-statistic 2.358 > 1.96; p-value 0.019 < 0.05). Discount vouchers also had a positive and significant effect (t-statistic 2.218 > 1.96; p-value 0.027 < 0.05), while social proof showed a positive and significant effect (t-statistic 2.580 > 1.96; p-value 0.010 < 0.05). These findings were supported by the pre-survey, which showed that most respondents engaged in impulse buying. This study highlighted the effectiveness of social commerce marketing in increasing impulse buying behavior.