PERCEIVED VALUE PADA PENGARUH INFLUENCER MARKETING DAN RATING PRODUK TERHADAP IMPULSIVE BUYING PENGGUNA TIKTOK SHOP

Made Ratih Nurmalasari, Putu Diah Kumalasari, Regita Oktaviani

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Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing dan rating produk terhadap impulsive buying yang dimediasi oleh perceived value. Data yang digunakan dalam penelitian ini yaitu kuantitatif. Sampel dalam penelitian ini adalah generasi Z di Kota Denpasar sebanyak 100 orang. Metode analisis data menggunakan SmartPLS dengan tiga tahapan analisis data yaitu inner model, outer model dan uji hipotesis. Hasil penelitian menunjukkan 1) influencer marketing tidak berpengaruh signifikan terhadap impulsive buying, 2) rating produk berpengaruh positif signifikan terhadap impulsive buying, 3) influencer marketing berpengaruh positif signifikan terhadap perceived value, 4) rating produk berpengaruh positif signifikan terhadap perceived value, 5) perceived value berpengaruh positif signifikan terhadap impulsive buying, 6) perceived value tidak berpengaruh signifikan dalam memediasi influencer marketing terhadap impulsive buying dan 7) perceived value berpengaruh positif signifikan dalam memediasi rating produk terhadap impulsive buying. Hasil penelitian ini diharapkan dapat memberikan informasi kepada penjual Tiktok Shop tentang pentingnya mempertahankan fasilitas ulasan produk dan mengontrol kualitas setiap produk.


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DOI: https://doi.org/10.31869/me.v11i1.6283

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