Analysis of TikTok's Digital Marketing Strategy in Increasing Impulsive Buying Behavior of Young Consumers
DOI:
https://doi.org/10.29407/x3par683Abstract
Research aim: Analyzing TikTok Shop's marketing strategy through free shipping, flash sales, and online customer reviews to increase impulsive buying behavior.
Design/Method/Approach: This study uses primary and secondary data available online and processes them using statistical methods.
Research Finding: Free shipping and online customer reviews positively affect impulsive buying behavior, whereas flash sales negatively affect it.
Theoretical contribution/Originality: Integrating free shipping, flash sales, and online customer reviews relates to young consumers' impulsive purchasing behavior and addresses gaps in previous research.
Practitioner/Policy implication: Business actors in TikTok Shop need to know the appropriate strategies to increase impulsive purchases.
Research limitation: Focusing on one subject and object, namely management students at Nusantara PGRI Kediri University, perhaps in further research, the population can be expanded, and quantitative methods can be used.
Keywords:
Free Shipping , Flash Sale, Online Customer Review,, Digital Marketing Strategy, TikTok ShopDownloads
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