Pengaruh Content Marketing, Sales Promotion, dan Motivasi Hedonis terhadap Pembelian Impulsif

Ersa Zahrani Ata (Program Studi Ilmu Komunikasi, Universitas Ahmad Dahlan, Yogyakarta)
Muhammad Thoyib Amali (Program Studi Ilmu Komunikasi, Universitas Ahmad Dahlan, Yogyakarta)

Jurnal Riset Manajemen Komunikasi
Volume 6, No. 1, Juli 2026, Jurnal Riset Manajemen Komunikasi (JRMK)

Abstrak. Perkembangan pesat TikTok Shop sebagai platform social commerce telah mengubah perilaku konsumen, terutama dalam meningkatkan kecenderungan pembelian impulsif melalui penerapan strategi pemasaran seperti content marketing dan sales promotion. Penelitian ini bertujuan untuk menguji pengaruh content marketing dan sales promotion terhadap perilaku pembelian impulsif dengan menempatkan motivasi hedonis sebagai variabel mediasi berdasarkan kerangka Stimulus–Organism–Response (S-O-R). Penelitian ini menggunakan pendekatan kuantitatif eksplanatif melalui metode survei terhadap 100 pengguna TikTok Shop di Indonesia. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa content marketing tidak berpengaruh langsung terhadap perilaku pembelian impulsif, tetapi berpengaruh signifikan terhadap motivasi hedonis. Sebaliknya, sales promotion berpengaruh signifikan terhadap motivasi hedonis dan perilaku pembelian impulsif. Motivasi hedonis juga terbukti memengaruhi perilaku pembelian impulsif serta berperan sebagai mediator, yaitu mediasi penuh pada hubungan content marketing dan mediasi parsial pada hubungan sales promotion. Temuan ini menegaskan bahwa kombinasi konten yang membangun keterlibatan emosional dan promosi yang menciptakan urgensi dapat meningkatkan motivasi hedonis serta mendorong pembelian impulsif. Abstract. The rapid growth of TikTok Shop as a social commerce platform has transformed consumer behavior, particularly by increasing impulse buying through marketing strategies such as content marketing and sales promotions. This study aims to examine the effects of content marketing and sales promotion on impulse buying behavior by positioning hedonic motivation as a mediating variable within the Stimulus–Organism–Response (S–O–R) framework. An explanatory quantitative approach was employed using a survey of 100 TikTok Shop users in Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that content marketing has no direct effect on impulse buying behavior but significantly influences hedonic motivation. In contrast, sales promotion has a significant positive effect on both hedonic motivation and impulse buying behavior. Hedonic motivation also significantly affects impulse buying behavior and serves as a mediating variable, fully mediating the relationship between content marketing and impulse buying behavior while partially mediating the relationship between sales promotion and impulse buying behavior. These findings highlight that integrating emotionally engaging content with promotional strategies that create a sense of urgency can effectively enhance consumers' hedonic motivation and stimulate impulse buying behavior.