PENGARUH PROMOSI DAN INFLUENCER TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA E-COMMERCE TIKTOK

Abstract

The aim of this research is to analyze and discuss the influence of promotions and influencers on impulse buying with positive emotions as an intervening variable. This research is a type of quantitative research using 150 samples of respondents who use the TikTok application. Data collected through questionnaires were analyzed using Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS). First, the results of this research prove that when there is a positive image in promotions it will be able to increase impulse buying. Then secondly, the results of this research prove that when there is a positive image of an influencer, it will be able to attract consumers' minds into impulsive purchases. Third, the results of this research prove that positive promotions can influence positive emotions in consumers. Fourth, the research results prove that when there is a positive image in the information conveyed by the influencer, it will be able to form positive emotions in consumers. Fifth, the research results prove that when there are positive emotions in consumers, they will be able to increase impulse buyin