Pengaruh Content Marketing, Sales Promotion, Dan Ease Of Payment Terhadap Impulse Buying Generasi Z Di Marketplace Tiktok (Studi Kasus Pada Generasi Z Kota Malang)

Abstract

Abstract

This study aims to determine the influence of content marketing, sales promotion, and ease of payment on impulse buying in the TikTok marketplace among Generation Z in Malang City. This research used a quantitative method with a non probability sampling technique through convenience sampling, in which respondents were selected based on accessibility and suitability with the research criteria. The research sample consisted of 96 respondents, determined using the formula proposed by Hair et al. (2014). Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS. The results showed that partially, content marketing did not have a significant effect on impulse buying, while sales promotion and ease of payment had a positive and significant effect on impulse buying. Simultaneously, content marketing, sales promotion, and ease of payment had a significant effect on impulse buying. The findings of this study indicate that sales promotion and ease of payment play a greater role in encouranging impulse buying among Generation Z in TikTok Shop compared to content marketing.

Keywords: Content Marketing, Sales Promotion, Ease Of Payment, Impulse Buying