PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE

Riski Andra Widiyawati (Universitas Negeri Surabaya)
Finisica Dwijayati Patrikha (Universitas Negeri Surabaya)

Jurnal Pendidikan Tata Niaga (JPTN)
Vol 11 No 2 (2023)

This study aims to determine the effect of time limit marketing and viral marketing strategy on impulsive buyingamong users of social commerce applications. This study uses explanatory research methods and uses aquantitative approach. The population of this study is the entire population of the city of Surabaya whose exactnumber is not known. The research sample uses the lemeshow formula calculation which produces a sample of200 respondents. Data collection techniques carried out in this study using a questionnaire/ questionnaire. Thedata analysis method used is multiple linear regression analysis with the help of the Statistical Package for theSocial Science (SPSS) version 22 software application. The results of this study indicate that: (1) Time LimitMarketing has a positive effect on Impulsive Buying on Social Commerce application users, (2) Viral Marketinghas a positive effect on Impulsive Buying on Social Commerce application users, (3) Time Limit Marketing andViral Marketing positive effect on Impulsive Buying on Social Commerce application users.