Electronic Theses and Dissertation

Penelitian ini bermaksud untuk mengukur pengaruh social contagion terhadap impulsive buying behavior yang dimediasi oleh affective reaction dan impulsive buying urge pada aplikasi TikTok Shop. Sampel yang digunakan pada penelitian ini ialah pengguna TikTok yang menggunakan layanan TikTok Shop di Kota Banda Aceh yang berjumlah 170 responden. Data dikumpulkan menggunakan kuesioner dengan Teknik snowball sampling. Metode analisis yang digunakan adalah SmartPLS untuk mengetahui hubungan antar variable. Hasil analisis menunjukkan bahwa social contagion tidak berpengaruh terhadap impulsive buying behavior pada pengguna TikTok Shop di Kota Banda Aceh. Namun, social contagion berpengaruh terhadap affective reaction dan impulsive buying urge pada pengguna TikTok Shop di Kota Banda Aceh. Selain itu, affective reaction tidak berpengaruh terhadap impulsive buying behavior sedangkan impulsive buying urge berpengaruh terhadap impulsive buying behavior pada pengguna TikTok Shop di Kota Banda Aceh. Temuan ini menunjukkan bahwa affective reaction tidak berperan sebagai mediasi antara social contagion dan impulsive buying behavior, sedangkan impulsive buying urge memediasi secara penuh pengaruh social contagion dan impulsive buying behavior.
Kata kunci : Social Contagion, Affective Reaction, Impulsive Buying Urge, Impulsive buying behavior 

This study aims to measure the impact of social contagion on impulsive buying behavior mediated by affective reaction and impulsive buying urge on the TikTok Shop application. The sample used in this study were TikTok users who used the TikTok Shop service in Banda Aceh City, totaling 170 respondents. Data was collected using a questionnaire with the snowball sampling technique. The analysis method used was SmartPLS to determine the relationship between variables. The results of the analysis showed that social contagion had no effect on impulsive buying behavior on TikTok Shop users in Banda Aceh City. However, social contagion had an effect on affective reaction and impulsive buying urge on TikTok Shop users in Banda Aceh City. In addition, affective reaction had no effect on impulsive buying behavior while impulsive buying urge had an effect on impulsive buying behavior on TikTok Shop users in Banda Aceh City. These findings indicate that affective reaction does not act as a mediator between social contagion and impulsive buying behavior, while impulsive buying urge fully mediates the influence of social contagion and impulsive buying behavior. Keywords: Social Contagion, Affective Reaction, Impulsive buying Urge, Impulsive Buying Behavior.