BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION
This research aims to investigate the impact of TikTok marketing content on impulsive purchasing moderated by product reviews, focusing on cosmetic products with the highest sales in Indonesia, specifically Luxcrime as the brand under study. The research method employed is quantitative research inv...
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| Format: | Article |
| Language: | English |
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Universitas Nusa Cendana
2024-11-01
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| Series: | Journal of Management Small and Medium Enterprises (SME's) |
| Subjects: | |
| Online Access: | https://ejurnal.undana.ac.id/index.php/JEM/article/view/19306 |
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| _version_ | 1846165382116671488 |
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| author | Syahvina Bianca Isman Ahmad Maulidizen |
| author_facet | Syahvina Bianca Isman Ahmad Maulidizen |
| author_sort | Syahvina Bianca Isman |
| collection | DOAJ |
| description |
This research aims to investigate the impact of TikTok marketing content on impulsive purchasing moderated by product reviews, focusing on cosmetic products with the highest sales in Indonesia, specifically Luxcrime as the brand under study. The research method employed is quantitative research involving 100 respondent samples. Data management was conducted using Smart-PLS 4.0. The findings reveal that, without considering the contribution of the moderating variable, TikTok marketing content significantly influences impulsive purchasing. However, when considering the moderating effect of product reviews, TikTok marketing content does not significantly affect impulsive purchasing. The study also found that TikTok marketing content and product reviews collectively explain 40.9% of the variance in impulsive purchasing behavior. In conclusion, impulsive purchasing of Luxcrime cosmetic products can be significantly influenced by TikTok marketing content. Furthermore, product reviews were found to not significantly influence TikTok marketing content and impulsive purchasing when serving as a moderating variable, but they may have a significant impact on TikTok marketing content when acting as an independent variable
Keywords: TikTok Marketing; Impulsive Purchasing; Cosmetic Products; Luxcrime; Product Review
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| format | Article |
| id | doaj-art-1dd894438f164bb5a075a689ba4a56af |
| institution | Kabale University |
| issn | 2502-2385 2723-469X |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Universitas Nusa Cendana |
| record_format | Article |
| series | Journal of Management Small and Medium Enterprises (SME's) |
| spelling | doaj-art-1dd894438f164bb5a075a689ba4a56af2024-11-17T12:16:57ZengUniversitas Nusa CendanaJournal of Management Small and Medium Enterprises (SME's)2502-23852723-469X2024-11-0117310.35508/jom.v17i3.19306BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATIONSyahvina Bianca Isman0Ahmad Maulidizen1Department of Management, Universitas Ary GinanjarDepartment of Management, Universitas Ary Ginanjar This research aims to investigate the impact of TikTok marketing content on impulsive purchasing moderated by product reviews, focusing on cosmetic products with the highest sales in Indonesia, specifically Luxcrime as the brand under study. The research method employed is quantitative research involving 100 respondent samples. Data management was conducted using Smart-PLS 4.0. The findings reveal that, without considering the contribution of the moderating variable, TikTok marketing content significantly influences impulsive purchasing. However, when considering the moderating effect of product reviews, TikTok marketing content does not significantly affect impulsive purchasing. The study also found that TikTok marketing content and product reviews collectively explain 40.9% of the variance in impulsive purchasing behavior. In conclusion, impulsive purchasing of Luxcrime cosmetic products can be significantly influenced by TikTok marketing content. Furthermore, product reviews were found to not significantly influence TikTok marketing content and impulsive purchasing when serving as a moderating variable, but they may have a significant impact on TikTok marketing content when acting as an independent variable Keywords: TikTok Marketing; Impulsive Purchasing; Cosmetic Products; Luxcrime; Product Review https://ejurnal.undana.ac.id/index.php/JEM/article/view/19306TikTok marketingImpulsive purchasingCosmetic productsLuxcrimeProduct reviews |
| spellingShingle | Syahvina Bianca Isman Ahmad Maulidizen BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION Journal of Management Small and Medium Enterprises (SME's) TikTok marketing Impulsive purchasing Cosmetic products Luxcrime Product reviews |
| title | BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION |
| title_full | BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION |
| title_fullStr | BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION |
| title_full_unstemmed | BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION |
| title_short | BOOSTING LUXCRIME SALES: TIKTOK MARKETING CONTENT'S IMPACT ON IMPULSE BUYING WITH PRODUCT REVIEWS MODERATION |
| title_sort | boosting luxcrime sales tiktok marketing content s impact on impulse buying with product reviews moderation |
| topic | TikTok marketing Impulsive purchasing Cosmetic products Luxcrime Product reviews |
| url | https://ejurnal.undana.ac.id/index.php/JEM/article/view/19306 |
| work_keys_str_mv | AT syahvinabiancaisman boostingluxcrimesalestiktokmarketingcontentsimpactonimpulsebuyingwithproductreviewsmoderation AT ahmadmaulidizen boostingluxcrimesalestiktokmarketingcontentsimpactonimpulsebuyingwithproductreviewsmoderation |