Electronic Theses and Dissertation

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh Intensity of TikTok Use, Utilitarian Value, dan Hedonic Value terhadap Impulsive Buying pada konsumen produk Skintific di Kota Banda Aceh, serta menguji peran mediasi Urge to Buy Impulsively pada hubungan antar variabel tersebut. Populasi dalam penelitian ini adalah seluruh pengguna media online di Kota Banda Aceh, dengan jumlah sampel sebanyak 144 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Intensity of TikTok Use tidak berpengaruh langsung terhadap Impulsive Buying, namun berpengaruh signifikan terhadap Urge to Buy Impulsively, yang kemudian memediasi hubungan tersebut secara signifikan. Selanjutnya, Utilitarian Value dan Hedonic Value terbukti berpengaruh positif dan signifikan terhadap Impulsive Buying, baik secara langsung maupun melalui peran mediasi Urge to Buy Impulsively. Temuan ini mengindikasikan bahwa dorongan emosional (Urge to Buy Impulsively) memainkan peran penting dalam mengarahkan perilaku pembelian impulsif konsumen. Penelitian ini menyarankan agar perusahaan memaksimalkan strategi konten di TikTok, memperkuat nilai fungsional dan emosional produk, serta merancang promosi yang membangkitkan urgensi pembelian. Di sisi lain, penting pula untuk memberikan edukasi kepada konsumen tentang pembelian yang bijak guna menjaga loyalitas dan citra merek.
Kata Kunci: TikTok, Utilitarian Value, Hedonic Value, Urge to Buy Impulsively, Impulsive Buying, Skintific

ABSTRACT This study aims to analyze the influence of Intensity of TikTok Use, Utilitarian Value, and Hedonic Value on Impulsive Buying among Skintific product consumers in Banda Aceh City, as well as to examine the mediating role of Urge to Buy Impulsively in those relationships. The population of this research consists of all online media users in Banda Aceh, with a total sample of 144 respondents selected using purposive sampling technique. Data analysis was conducted using Partial Least Squares (PLS) method with the assistance of SmartPLS 4 software. The results indicate that Intensity of TikTok Use does not have a direct significant effect on Impulsive Buying, but it significantly influences the Urge to Buy Impulsively, which in turn mediates the relationship. Furthermore, both Utilitarian Value and Hedonic Value have a positive and significant effect on Impulsive Buying, both directly and through the mediating role of Urge to Buy Impulsively. These findings suggest that emotional impulses play a crucial role in shaping consumer Impulsive Buying behavior. This study recommends that companies optimize their content strategies on TikTok, strengthen the functional and emotional value of products, and design promotional strategies that trigger a sense of urgency. Additionally, educating consumers about smart purchasing behavior is essential to maintaining brand loyalty and a positive brand image. Keywords: TikTok, Utilitarian Value, Hedonic Value, Urge to Buy Impulsively, Impulsive Buying, Skintific