Jurnal Humanipreneur
Vol 2 No 2 (2023): Volume 2 No. 2, Juli 2023

Pengaruh Social Media Engagement Tiktok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal

Vidi Vitara (Universitas Tarumanagara)
Meike Kurniawati (Unknown)

Article Info

Publish Date
07 Aug 2023

Abstract

Social media engagement (SME) is an individual's activity of viewing content, liking, sharing, and commenting which can increase individual involvement with content on social media. The high SME experienced by individuals can increase impulse buying (IB) decisions, purchase without thinking and based on pleasure with the product. This research uses a quantitative study to explain the effect of Tiktok's social media engagement on impulse buying of online clothing content in early adults. Participants obtained in this study were 131 early adult samples. The results of simple linear regression analysis can be seen that SME positively and significantly affects IB (F = 41.941, p = 0.000 <0.05) with a contribution of 24.8%.

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Journal Info
Jurnal Humanipreneur
Website

Abbrev

humanipreneur

Publisher

Ikatan Dosen Katolik Indonesia

Subject

Religion Humanities Education Languange, Linguistic, Communication & Media Social Sciences

Description

Jurnal Penelitian Humanipreneur aims to be a peer-reviewed platform and an authoritative source of information. We publish scientific writing in the form of research, reviews, studies, and conceptual or theoretical thinking in the fields of Indonesian refractionist and optician. All papers are ...