The Impact of TikTok Content Marketing, Price Discount, and Online Customer Reviews on Impulse Buying

Abstract

This study aims to analyze the influence of Content Marketing, Price Discount, and Online Customer Reviews on TikTok on Impulse Buying among consumers’ of Gokana Ramen & Teppan at Metropolitan Mall Bekasi. The research employed a quantitative method using a non-probability sampling technique through a purposive sampling approach, with the sample size determined using the Lemeshow formula. Data were collected through questionnaires distributed to 100 respondents, utilizing a Likert scale as the measurement instrument. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics version 29. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Reviews do not have a significant effect. Price Discount emerged as the most dominant variable influencing Impulse Buying. Simultaneously, the three independent variables have a positive and significant effect on Impulse Buying. It can be concluded that attractive digital marketing strategies and beneficial price promotions are capable of increasing consumers’ impulse buying behavior.