Pengaruh Influencer Marketing, Dan Flash Sale Promotion, Terhadap Impulsive Buying Behavior Dengan Hedonic Shopping Motivation Sebagai Variabel Moderasi Produk Fashion Pada Pengguna Tiktok Shop Generasi Z di Surabaya. (The Influence of Influencer Marketing and Flash Sale Promotion on Impulsive Buying Behavior with Hedonic Shopping Motivation as a Moderating Variable for Fashion Products on TikTok Shop Users of Generation Z in Surabaya).

Madinah, Cantika Al (2025) Pengaruh Influencer Marketing, Dan Flash Sale Promotion, Terhadap Impulsive Buying Behavior Dengan Hedonic Shopping Motivation Sebagai Variabel Moderasi Produk Fashion Pada Pengguna Tiktok Shop Generasi Z di Surabaya. (The Influence of Influencer Marketing and Flash Sale Promotion on Impulsive Buying Behavior with Hedonic Shopping Motivation as a Moderating Variable for Fashion Products on TikTok Shop Users of Generation Z in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the effect of Influencer Marketing and Flash Sale Promotion on Impulsive Buying Behavior with the moderating variable Hedonic Shopping Motivation on TikTok Shop fashion product users in Surabaya. The research method used is quantitative with a survey approach, where data was collected from 100 respondents through online questionnaires using non-probability sampling techniques with incidental sampling methods. Data analysis was carried out using statistical methods to test the direct and moderation effects between variables. The results showed that Influencer Marketing had a significant effect on Impulsive Buying Behavior with a significance value of 0.000, while Flash Sale Promotion had no significant effect with a significance of 0.206. The Hedonic Shopping Motivation variable also had no significant effect and was unable to moderate the effect of Influencer Marketing or Flash Sale Promotion on Impulsive Buying Behavior, with moderation significance values of 0.635 and 0.380, respectively. These findings confirm that Influencer Marketing is more dominant in encouraging impulsive buying compared to Flash Sale Promotion and Hedonic Shopping Motivation. Therefore, it is recommended for business actors to strengthen cooperation with influencers who understand fashion products and optimize Flash Sale Promotion strategies to be more attractive and in line with market trends. This study provides important insights for business actors in increasing the effectiveness of fashion product marketing on TikTok Shop by utilizing the power of Influencer Marketing as the main tool to encourage consumer Impulsive Buying Behavior.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Marketing, Flash Sale Promotion, Impulsive Buying Behavior, Hedonic Shopping Motivation.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1122100053 Cantika Al Madinah
Date Deposited: 22 Jan 2002 21:19
Last Modified: 04 Jun 2026 03:06
URI: http://repository.untag-sby.ac.id/id/eprint/38943

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