Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Potongan Harga Terhadap Impulse Buying Produk Hijab Lafiye Pada Aplikasi TikTok. (The Influence of Social Media Marketing, Electronic Word of Mouth, and Discounts on Impulse Buying of Lafiye Hijab Products on the TikTok Application).

Maharani, Devina Yulia (2025) Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Potongan Harga Terhadap Impulse Buying Produk Hijab Lafiye Pada Aplikasi TikTok. (The Influence of Social Media Marketing, Electronic Word of Mouth, and Discounts on Impulse Buying of Lafiye Hijab Products on the TikTok Application). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

These days, there are more and more trendy hijabs styles that can really enhance your look, like the currently popular t-shirt hijab, also known as the mleyot hijab. Given this trend, Lafiye hijab products have become a super popular brand, especially among Muslim women. Lafiye, as a local hijab brand, has gained popularity among the public through the TikTok platform. With the advancement of technology and the acceleration of information access via the internet, competition in the fashion industry has become increasingly intense. Therefore, companies need to design effective marketing strategies to remain competitive in this bustling market. This study aims to examine the impact of Social Media Marketing, Electronic Word of Mouth, and Price Discounts on Impulse Buying of Lafiye hijab products on the TikTok app. This study uses a quantitative method with a purposive sampling technique, involving 96 respondents. Data was collected through the distribution of an e questionnaire in the form of a Google Form to consumers who had purchased and used Lafiye hijabs. Data analysis involved instrument testing, classical assumption testing, multiple linear regression testing, and hypothesis testing using SPSS 25 output. The results of the study indicate that Social Media Marketing, Electronic Word of Mouth, and Discounts have a significant influence, both partially and simultaneously, on Impulse Buying of Lafiye hijab products on the TikTok app, with Electronic Word of Mouth having the highest or most dominant influence, followed by Social Media Marketing and Discounts.

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