Pengaruh E-WOM Dan Price Discount terhadap Impulse Buying Generasi Z Pengguna Tiktok Shop

Abstract

Abstract

The modernization of digital technology has changed people's shopping behavior to online through social commerce such as TikTok Shop. Generation Z, especially students, is the largest user group vulnerable to impulsive purchases due to the influence of digital marketing strategies such as Electronic Word of Mouth (E-WoM) and Price Discount. This study aims to determine the effect of E-WoM and Price Discount on impulsive purchases among students of the Economics Education Study Program at IKIP PGRI Bojonegoro who use TikTok Shop. The research method used is a quantitative approach with a causal associative method. The research sample consisted of 72 students selected using the Proportionate Stratified Random Sampling technique. Data collection was carried out through questionnaires and analyzed using multiple linear regression with the help of IBM SPSS Statistics software. The results showed that partially E-WoM did not have a significant effect on impulsive purchases with a t-value of 0.736 < t-table 1.995 and a significance value of 0.463 > 0.05. On the other hand, Price Discount significantly influences impulsive buying with a t-value of 4.473 > t-table of 1.995 and a significance value of 0.000 < 0.05. Simultaneously, both variables significantly influence impulsive buying with an F-value of 15.627 > F-table of 3.130 and a significance value of 0.000 < 0.05. These findings indicate that the price discount strategy is more dominant in encouraging students' impulsive buying in TikTok Shop.

Keywords: Electronic Word of Mouth (E-WoM), Price Discount, Impulse Buying, TikTok Shop.