ANALISIS PENGARUH SOCIAL INFLUENCE TERHADAP IMPULSE BUYING MELALUI BEHAVIORAL INTENTION PADA TRANSFORMASI TIKTOK SEBAGAI SOCIAL COMMERCE
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Influence terhadap Impulse Buying Behavior melalui Behavioral Intention pada pengguna TikTok Shop di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional survey. Data diperoleh melalui kuesioner daring dari 214 pengguna TikTok Shop yang dipilih menggunakan teknik purposive sampling, dengan kriteria aktif menggunakan TikTok Shop dalam enam bulan terakhir dan pernah melakukan pembelian minimal satu kali. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Social Influence berpengaruh positif dan signifikan terhadap Behavioral Intention dan Impulse Buying Behavior. Behavioral Intention juga berpengaruh positif dan signifikan terhadap Impulse Buying Behavior serta terbukti memediasi secara parsial hubungan antara Social Influence dan Impulse Buying Behavior. Temuan ini menunjukkan bahwa rekomendasi dan pengaruh dari teman, keluarga, komunitas daring, influencer, serta ulasan konsumen dapat meningkatkan niat menggunakan TikTok Shop yang kemudian mendorong pembelian impulsif. Penelitian ini berkontribusi dalam menjelaskan peran Behavioral Intention sebagai mekanisme yang menghubungkan pengaruh sosial dengan perilaku pembelian impulsif dalam konteks social commerce. Secara praktis, hasil penelitian dapat menjadi pertimbangan dalam mengoptimalkan strategi pemasaran berbasis e-WOM, user-generated content, ulasan konsumen, influencer, dan live shopping.
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