Meydila, Regita Putri (2024) Pengaruh Shopping Lifestyle, Content Marketing dan Price Discount Terhadap Impulse Buying Produk Fashion Pada Pengguna Tiktok Shop (Studi Kasus Pada Generasi Z di Kota Surabaya). (The Influence of Shopping Lifestyle, Content Marketing and Price Discount on Impulse Buying Fashion Products on Tiktok Shop Users (Case Study of Generation Z in the City of Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to test and analyze the influence of Shopping Lifestyle, Content Marketing and Price Discounts on Impulse Buying. This research was conducted on generation Z, especially in the city of Surabaya, who have purchased fashion products through the Tiktok Shop. The sample used was non-probability sampling using a purposive sampling technique which obtained 100 respondents. This research uses quantitative research methods with questionnaires as data collection material which is analyzed using SPSS version 27. The results of this research show that Shopping Lifestyle, Content Marketing and Price Discount simultaneously have a significant influence on Impulse Buying of Tiktok Shop fashion products among Generation Z in the city of Surabaya. Meanwhile, Shopping Lifestyle partially has an insignificant effect on Impulse Buying of Tiktok Shop fashion products among Generation Z in the city of Surabaya. Content Marketing partially has a significant effect on Impulse Buying of Tiktok Shop fashion products among Generation Z in the city of Surabaya. Price Discount partially has a significant effect on Impulse Buying of Tiktok Shop fashion products among Generation Z in the city of Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Shopping Lifestyle, Content Marketing, Price Discount, Impulse Buying |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000168 Regita Putri Meydila |
| Date Deposited: | 15 Nov 2001 20:59 |
| Last Modified: | 15 Nov 2001 20:59 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34278 |
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