Pengaruh Content Marketing dan Diskon Harga di Aplikasi Tiktok terhadap Perilaku Pembelian Impulsif pada Mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI Tulungagung

Abstract

This study aims to examine the influence of content marketing and price discounts on the TikTok application on impulsive buying behavior among students of the Economics Education Study Program at Universitas Bhinneka PGRI Tulungagung. Impulsive buying among students has increased along with the growth of digital technology and the rise of online shopping through social media, especially TikTok Shop. This research uses a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to 166 respondents and analyzed using multiple linear regression. The results show that both content marketing and price discounts significantly influence impulsive buying behavior. Simultaneously, these variables also have a significant effect on students' impulsive purchases. These findings indicate that digital marketing strategies through social media strongly impact unplanned purchasing decisions, particularly among younger consumers. As TikTok becomes an increasingly popular marketing platform, understanding how content and pricing strategies influence consumer behavior is essential for businesses. Therefore, creative and social media-based marketing efforts can be key to attracting attention and driving impulsive buying behavior.