ANALISIS FAKTOR PRICE DISCOUNT, SHOPPING LIFESTYLE, DAN CELEBRITY ENDORSEMENT DALAM IMPULSE BUYING PADA PENGGUNA TIKTOK SHOP DI KARAWANG

    Najwa Andifa, - and Rizki Hikmawan, - (2025) ANALISIS FAKTOR PRICE DISCOUNT, SHOPPING LIFESTYLE, DAN CELEBRITY ENDORSEMENT DALAM IMPULSE BUYING PADA PENGGUNA TIKTOK SHOP DI KARAWANG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan teknologi digital telah mengubah perilaku belanja masyarakat, termasuk melalui platform social commerce TikTok Shop yang menggabungkan hiburan, interaksi sosial, dan fitur belanja online. Fenomena ini memunculkan perilaku impulse buying atau pembelian impulsif, yaitu pembelian yang dilakukan secara spontan tanpa perencanaan. Penelitian ini bertujuan untuk menganalisis faktor price discount, shopping lifestyle, dan celebrity endorsement pada pengguna TikTok Shop di Kabupaten Karawang. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik survei. Data diperoleh dari 439 responden yang dipilih melalui purposive sampling, dengan kriteria pengguna aktif TikTok Shop berusia 18–39 tahun dan berdomisili di Karawang. Analisis data menggunakan statistik deskriptif meliputi nilai rata-rata, median, modus, min, max. Hasil penelitian menunjukkan bahwa pada variabel price discount, indikator PD1 memperoleh skor rata-rata 2,972, PD2 sebesar 2,676, dan PD3 sebesar 2,908. Pada variabel shopping lifestyle, indikator SL1 memperoleh skor rata-rata 2,616, SL2 sebesar 2,425, dan SL3 sebesar 2,615 Sedangkan pada variabel celebrity endorsement, indikator CE1 memperoleh skor rata-rata 2,550, CE2 sebesar 2,430, dan CE3 sebesar 2,581. Secara umum, mayoritas indikator berada pada kategori tinggi, kecuali indikator SL2 dan CE2 yang berada pada kategori rendah. Temuan ini menunjukkan bahwa diskon harga dan gaya hidup berbelanja umumnya berhubungan dengan perilaku impulse buying di TikTok Shop, namun terdapat beberapa indikator pada gaya hidup berbelanja dan celebrity endorsement yang memperoleh skor rendah. ----- The development of digital technology has changed consumer shopping behavior, including through the social commerce platform TikTok Shop, which combines entertainment, social interaction, and online shopping features. This phenomenon has led to impulse buying behavior, which is spontaneous purchasing without prior planning. This study aims to analyze the factors of price discount, shopping lifestyle, and celebrity endorsement among TikTok Shop users in Karawang Regency. The research method used a quantitative descriptive approach with a survey technique. Data were collected from 439 respondents selected through purposive sampling, with criteria of active TikTok Shop users aged 18–39 years and residing in Karawang. Data analysis employed descriptive statistics including mean, median, mode, minimum, and maximum values. The results show that for the price discount variable, indicators PD1, PD2, and PD3 scored average values of 2.972, 2.676, and 2.908 respectively. For the shopping lifestyle variable, indicators SL1, SL2, and SL3 scored averages of 2.616, 2.425, and 2.615 respectively. Meanwhile, for the celebrity endorsement variable, indicators CE1, CE2, and CE3 scored averages of 2.550, 2.430, and 2.581 respectively. Overall, most indicators fall into the high category, except for indicators SL2 and CE2, which fall into the low category. These findings indicate that price discount and shopping lifestyle are generally related to impulse buying behavior on TikTok Shop, although some indicators within shopping lifestyle and celebrity endorsement scored low.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=id&user=sA3uhOsAAAAJ&gmla=AH8HC4zoX7taxQaOUQLfw8HuAsT1j3TngXaprtN9NOC33XBuoe_-U8MkjOfl3yaQz_DXZPgrIXRptTZnyaJNcJTKu-ay8NMnLd8eu6ewmr8fvs3NiQ ID SINTA Dosen Pembimbing: Rizki Hikmawan: 6122897
    Uncontrolled Keywords: impulse buying, price discount, shopping lifestyle, celebrity endorsement, TikTok Shop impulse buying, price discount, shopping lifestyle, celebrity endorsement, TikTok Shop
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Purwakarta > S1 Pendidikan Sistem Teknologi dan Informasi
    Depositing User: Najwa Andifa
    Date Deposited: 29 Aug 2025 06:30
    Last Modified: 29 Aug 2025 06:30
    URI: http://repository.upi.edu/id/eprint/136915

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