Pengaruh Viral Marketing, Online Customer Review, Dan Impulse Buying Terhadap Keputusan Pembelian Produk Glad2Glow di TikTok Shop Pada Remaja di Surabaya. (The Influence of Viral Marketing, Online Customer Reviews, and Impulse Buying on Purchase Decisions of Glad2Glow Products on TikTok Shop Among Teenagers in Surabaya).

Anindya, Nathania Ariyani Paramesti (2025) Pengaruh Viral Marketing, Online Customer Review, Dan Impulse Buying Terhadap Keputusan Pembelian Produk Glad2Glow di TikTok Shop Pada Remaja di Surabaya. (The Influence of Viral Marketing, Online Customer Reviews, and Impulse Buying on Purchase Decisions of Glad2Glow Products on TikTok Shop Among Teenagers in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In today's digital era, social media platforms like TikTok are not only sources of entertainment but also popular shopping platforms, especially among teenagers. One product that has gained considerable attention is Glad2Glow, which utilizes TikTok Shop to market its products. The marketing strategies implemented include viral marketing, online customer reviews, and leveraging impulse buying behavior. This study aims to examine whether these three variables significantly influence purchasing decisions of Glad2Glow products on TikTok Shop among teenagers in Surabaya. A quantitative approach was used, distributing questionnaires to teenage respondents in Surabaya. The data analysis technique employed was multiple linear regression to test the influence of each independent variable on the dependent variable, which is purchase decision. The results show that viral marketing, online customer reviews, and impulse buying have a positive and significant influence on purchase decisions. Therefore, Glad2Glow is advised to create creative and trend relevant content to increase the chances of going viral, encourage consumers to leave honest and credible reviews to build trust, and apply promotional strategies such as limited-time discounts and appealing visual content to trigger spontaneous purchases. This suggests that engaging and informative digital marketing strategies, coupled with efforts that create a sense of urgency, can effectively boost teenagers’ purchasing decisions on platforms like TikTok Shop. This research is expected to serve as a useful reference for businesses, particularly brands like Glad2Glow, in maximizing the potential of social media for promotion and sales.

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