Pengaruh Limited Time Offer Tactics Dan Meme-Based Content Terhadap Impulsive Buying Dengan Customer Engagement Sebagai Variabel Mediasi Pada Konsumen Generasi Z Di Kota Malang (Studi Pada Konsumen Di Platform TikTok)

Abstract

Abstract

This study aims to examine the influence of limited time offer tactics and meme-based content on impulsive buying, with customer engagement as a mediating variable, among 120 Generation Z consumers in Malang. This study employs a quantitative approach with a purposive sampling technique, and the data analysis method utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS) through the SmartPLS 4.0 application. The results prove that limited time offer tactics have a significant effect on impulsive buying, while meme-based content has no significant effect on impulsive buying. Conversely, limited time offer tactics have no significant effect on customer engagement, while meme-based content has a significant effect on customer engagement. In addition, customer engagement is proven to affect impulsive buying and is able to mediate the relationship between meme-based content and impulsive buying, but is unable to mediate the relationship between limited time offer tactics and impulsive buying. These findings demonstrate that customer engagement is a crucial factor in enhancing the effectiveness of digital marketing content in driving impulsive buying.

Keywords: Limited Time Offer Tactics, Meme-Based Content, Customer Engagement, Impulsive Buying, Tiktok.