ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING,

ONLINE CUSTOMER REVIEW, IMPULSE BUYING, AND PRICE

DISCOUNT ON PURCHASING DECISIONS ON TIKTOK SHOP

Dewi Sukma Kencana1, Shita Lusi Wardhani2*

STIE YKPN Yogyakarta
[email protected]

ABSTRACT
This study aims to examine the effect of social media marketing, online customer reviews,
impulse buying, and price discounts on purchasing decisions. The sample selection method used in this
study is purposive sampling with the criteria of people who have shopped through online shopping
malls Tiktok shop. The type of data used in this study is primary data obtained from the distribution
online via google form with a total of 148 respondents. The results of this study indicate that social
media marketing and price discount had a positive and significant effect on purchasing decisions,
meanwhile online customer review and impulse buying had no significant effect on purchasing
decisions.
Keywords: Social Media Marketing, Online Customer Review, Impulse Buying, Purchase Decision.

INTRODUCTION attention of consumers include a buy one

Along with the rapid development of get one free member, early month discount,
technology in Indonesia, industrial and discount for credit card users.
revolution 4.0 is a transformation towards Online shopping has been supported
improvement in shopping behavior. by technological developments to provide
Currently, many activities are carried out changes to consumer behavior. Changes in
online including business. Activities done consumer behavior that occur in Generation
online cause people to spend a lot of time Z are currently predominant involving
accessing the internet from anywhere. This factors, so their knowledge of them can
ease of internet access can help conduct provide significant changes in shopping
online sales activities and purchases simply decision-making. For example, the online
by using a smartphone or laptop. Therefore, shopping trend and conventional shopping
sellers and buyers do not have to meet in (involving the process of meeting directly
person. between producers and consumers). Now it
Shopping Online in this modern is diverted to use access to digital services
world has become common practice. (online) as a complement in interacting and
Buyers are considered to be consumptive transacting because social media is
because of online shopping. Products sold considered to have no reach limit in terms
in online stores usually provide more of consumer segmentation (neo-
affordable prices such as discounts or free democracy, 2020).
shipping, as we know that discounts are Social media platforms such as
something that people like, especially for Facebook, Instagram, and Tiktok are social
people who like to shop. Discount is a media that are widely used by business
product marketing strategy in the business people as promotional media because the
that is considered highly effective, but the “reach” capability is considered unlimited.
application must be done properly to Currently, social media has improved its
increase sales so that the profits obtained previous function from a means of
can increase. Various types of discounts information and communication media,
given by business people to attract the becoming a marketplace with technological

508
advances. With this platform consumers are services and the current community is
given the convenience of shopping online starting to depend on products and services
without having to download a special formed through digital platforms
application for the marketplace, simply by (Research: 74.5% of Consumers Shop
shopping online through social media. Online More Than Offline, n.d.)
Features of the marketplace that have been Sales channels that are usually used
developed on the three social media include by consumers to shop online include
the Facebook shop, Instagram shop, and marketplaces, websites, or social media
Tiktok shop. platforms, so the thing that needs to be
Based on the Sosiakata news page, considered by a business person is to make
the Tiktok shop was launched in 2021. innovations in their marketing strategies.
Users in 2021 reached 4.14 million, aged 16 Some of the innovations carried out include
to 24 years (Brand, 2022). The Tiktok shop giving discounts, conducting promotions,
feature is used as a place for buying-selling and considering reviews that can influence
products and promotional media. TikTok consumers to make a purchase. The
shop was developed to provide an existence of social media is also very
opportunity for users who have a business effective if it is used as a place to introduce
to carry out promotionsserviceices a brand and build a good relationship
offerings. This feature was developed by between sellers and buyers.
Tiktok because it is considered to have Visiting the marketplace or social
increased sales after a brand has been media today is much easier than having to
promoted on social media. go to a traditional market. Opening the
According to a survey conducted by platform can be done anytime and
Adweek-Morning Consult, around 49% of anywhere, therefore the higher the
users of Tiktok have read reviews from possibility that a consumer will buy a
other consumers before buying. Another product. The existence of nice social can be
factor to consider is the advertisement and an alternative for a business to develop and
promotion through videos on Tiktok be known by the public because social
(Brand, 2022). At the Tiktok shop, it is easy media marketing can increase brand
for consumers to shop online only from the awareness, expand business reach, and can
Tiktok application without other site save marketing costs. Social media
intermediaries. Purchasing transactions marketing can also increase the creative
from chatting with the sellers to processing business people, such as by creating unique
payments are enough on the Tiktok and diverse content to attract the attention
application without being transferred to of consumers.
other sites, then payments can be made via Social media marketing is a process
bank transfer or e-wallet such as OVO or that encourages individuals to do marketing
GoPay. through website marketing online
The public's reaction to online (Weinberg, 2009). In addition, the
shopping is also considered to be quite high existence of social media marketing can
and increases every year. It is known that allow marketers to engage, collaborate,
about 74.5% of consumers tend to shop interact, and utilize the intelligence of the
more online than offline. The discovery people involved or participating in the
was caused by a pandemic covid-19. The marketing field. In essence, it aims to attract
pandemic triggered a ban on people going the attention of social media users (Tsitsi et
out of their homes to reduce the circulation al, 2013).
of the virus, thus causing a new pattern of Online customer review is a review
habits for people to shop online. The given by buyers regarding the evaluation of
momentum of the pandemic has also made goods in terms of quality or the experience
the fulfillment of needs shift through digital of buying goods from the marketplace or

509
social media. Online customer reviews are related to the digital platform (Tsitsi et al,
part of Electronic Word of Mouth (E- 2013). Social media marketing can
WOM), a review can be said to be relevant encourage people to be more critical in
because it is done voluntarily by customers expressing their opinions on products or
who have purchased the item (Lee & Shin services offered through platform social
2014). media. Activities are usually published
Impulse buying is the act of someone through social with to increase the
buying a product that was not previously knowledge of people who have read
planned, usually, it happens spontaneously. comments or opinions of others on
Impulse buying occurs because it is companies that have marketed their
influenced by emotions that are difficult to products and services through social media
control by a person (Schiffman and Kanuk, (Baño-Piñero et al., 2017).
2004). From the definition according to the
The purchase decision is the selection experts above, it is concluded that social
of an alternative in determining the product media marketing is a form of marketing
or service to be purchased, in the sense that digital social media or websites to introduce
a consumer can buy the product according a brand, brand, product, and service
to his choice. Purchasing decisions, online whether it is paid or not. Social media is a
usually a stimulus or emotion in a person platform used by business people to interact
when they are on a platform shopping with consumers. In addition, social media
online or marketplace (Schiffman and has a wide reach and can be accessed by
Kanuk, 2004). anyone and from anywhere only with the
In this study, researchers want to internet network. The existence of (SMM)
conduct research in more detail on several social media marketing was created to
factors that can influence purchasing increase brand awareness, increase brand
decisions. This study uses social media visibility, assist in targeting or retargeting
marketing, online customer review, consumers, and minimize promotional
impulse buying, and price discount as costs to increase sales.
independent variables and purchasing Social media marketing can be
decisions as the dependent. Based on the measured using several indicators, as
things that have been described in the described by Abu-Rumman & Alhadid
background above, the researcher wants to (2014) in their research. Online Community
make further observations with a study is a community or company that carries out
entitled "Analysis of The Influence of its activities through social media.
Social Media Marketing, Online Customer Interaction is an activity carried out by
Reviews, Impulse Buying, and Price several people who influence each other.
Discounts on Purchasing Decisions on Sharing of Content is a sharing dimension
Tiktok Shop" that discusses how individual exchanges,
distribute, and receive content that has been
THEORETICAL BASIS
regulated by social media platforms.
Social media marketing is a Accessibility is the ease of accessing social
marketing process to get the attention of the media without having to take a long time
public through social media (Hasrul et al., and minimal costs for using the platform.
2021). Social media marketing is a strategy Credibility is a positive message conveyed
that allows marketers to interact, engage, by the company to consumers so that
collaborate, and utilize the intelligence of consumers trust the brand of the company.
marketers who have participated in it. This Online customer review is an opinion
marketing is done by utilizing or an experience given by consumers
technological sophistication, namely regarding the services or products of the
through social media, websites, and so on company (Regina et al., 2021). According

510
to Mo & Fan (2015) online customer references and information (Mitchell &
review (OCR) comes from the consumer Khazanchi, 2008).
side related to product reviews on various Impulse buying is defined as
aspects that allow consumers to obtain unplanned behavior that involves making
information. The products they are looking decisions quickly and tends to get the
for are usually based on reviews and product immediately (R. Bhakat &
experiences written by consumers after Muruganantham, 2013). Impulse buying is
buying products from online stores. a form of purchase that is made suddenly or
Consumers are usually selective in spontaneously. This behavior is considered
choosing quality information because it can to be able to make a person a hedonist
determine purchasing decisions on a because decisions taken impulsively can
product. hinder wise consideration of other
OCRs are considered to be able to alternatives. According to Schiffman and
provide relevant information for consumers Kanuk (2007), impulse buying is a decision
(Chou, 2012). It is said to be relevant related to the emotions of each individual or
because the activity is carried out by according to an impulse (Rumpana et al.,
consumers voluntarily who already have 2021). According to Mowen and Minor
experience buying certain products in a (2001), impulse buying is an action and
marketplace. With the increasing decision taken without looking at the
popularity of a website, OCR is considered previous background. This impulse
to be an important source that consumers purchase is taken at the same time when an
will look for to find out information and the individual feels the desire for an item
quality of the product to be purchased (Zhu, (Rumpana et al., 2021).
2010). Reviews are stated to be one of the According to the understanding of the
factors that influence or determine experts above, the researcher can conclude
purchasing decisions because reviews are that impulse buying is the behavior or
used as an indicator of the popularity or action of each individual that is carried out
value of a product and company. spontaneously, meaning that the individual
In addition, OCR is a form of does not think to find out information about
Electronic Word of Mouth (e-WOM), the product he is going to buy first. Impulse
which refers to user-generated content then buying is also said to be an act that is done
posted online or on websites third-party. without a sense of awareness. In addition, a
Here are some dimensions cited by Utami sense of attraction to a product arising from
et al (2015). Source credibility is the a strong emotional impulse can cause
recipient's perception of the source's individuals to make purchases suddenly.
expertise and trust in the information. This behavior can usually lead to regret
Quality Argument is the power of after making a purchase. Besides being able
persuasive arguments attached to to reduce personal money, this behavior can
information messages (Cheung, Lee, and also lead to a hedonic consumer lifestyle.
Rabjohn, 2008). The type of review is a Here are 4 types of impulse buying.
different orientation of a review. Planned impulse buying is a purchase that
Recommendation framing is a form occurs when a consumer carries out
of e-WOM attachment that is grouped shopping activities to choose or buy only
positively and negatively, for example, a certain products, but after seeing other
form of praise or complaint (Cheung et al., products, a consumer immediately chooses
2009). A visual cue is a form of and buys new products, usually, this
communication published by review to be phenomenon occurs when there are
addressed to other consumers to evaluate discounts or other offers. Pure impulse
products or services and can be used as buying, is a trend in impulse buying.
Usually, consumers take advantage of

511
trends to be used as an escape that deviates The indicators of price discount
from buying patterns in general. Reminded according to Belch & Belch, 2009 are
impulse buying, is a purchase that occurs encouraging consumers to buy in large
when a consumer recalls the necessary quantities as a form of strategy to attract
needs after the consumer sees a product. consumer attention and loyalty to shopping
Suggestion or fashion-oriented impulse in large quantities and continuously
buying is a purchase of a new product that because of discounts as an effort to reduce
arises because of an impulse from oneself the stock of old products and increase sales.
without previous experience. 2 dimensions Anticipating the existence of promotional
can affect impulse buying (Coley & competition is a form of the strategy
Burgess, 2003). The effective process is a implemented by the company to constantly
psychological process related to emotions, compare prices, products, and distribution
moods, and feelings. Cognitive processes channels for promotions with competing
are psychological processes related to companies. So that this method can
mental processes such as understanding, encourage each company to find a
thinking patterns, and so on. competitive advantage in their field.
Price discount is a savings strategy Supporting trade in large quantities is a
offered by the company to consumers, form of strategy that focuses on operating
usually in this strategy the company sales to increase with that what needs to be
includes the normal price and the discount done is to have stock of goods and sell these
price on the product label (Kotler, 2003). A products in large quantities in the market.
price discount is a form of reducing the According to Kotler (2012), there are
price of a product from the normal price various forms of price discounts. A cash
within a certain period. Price discount is a discount is a price reduction for a buyer
strategy to reduce product prices given by who makes payments, or the bill is paid on
sellers to consumers as a form of time. Discount quantity or quantity
appreciation for certain activities from a discount is a form of price reduction for
consumer who has pleased the seller by purchases in large quantities. A functional
always buying his product (Tjiptono, discount is a form of an offer made by
2008). producers to traders who perform certain
According to Mishra & Mishra functions, including selling products,
(2011) price discount is a promotional storing products, and recording. A seasonal
strategy that focuses on price. In this discount is a form of price reduction for
strategy, customers will be offered the same buyers who make purchases at certain times
product but at a lower price (Finthariasari or out of season. Discounts or trade-ins are
& Zetira, 2022). According to Machfoedz, price reduction activities in the form of
(2005) price discounts have the aim of exchanges between old goods and new
attracting consumers so that a seller will goods according to mutual agreement.
give a lower price than the general price, so The purchase decision is the selection
the discount given must have important of an alternative in determining the product
meaning or benefits for consumers or service to be purchased, in the sense that
(Finthariasari & Zetira, 2022). Based on the a consumer can buy the product according
expert explanation above, the researcher to his choice. Purchasing decisions, online
can conclude that price discount is a usually a stimulus or emotion in a person
marketing strategy. Price discounts are when they are on a platform shopping
created by marketers to reduce the online or marketplace (Schiffman and
advantages of old products, attract Kanuk, 2004). Purchasing decisions are a
consumer attention, increase traffic, build form of need that is needed at any time both
customer loyalty and increase sales quickly. now and in the future, the existence of a
need is usually triggered by the consumer's

512
interest to buy it (Soim et al., 2016). evaluation of alternatives, purchase
Purchasing decisions are processes when decisions, and post-purchase behavior.
consumers identify problems, seek
information, and assess whether the product HYPOTHESES
has been selected so that it can provide Social media marketing is a
conclusions to make purchasing decisions marketing process that aims to get the
(Tjiptono, 2019). attention of the public. This marketing
According to Kotler & Armstrong activity is carried out on social media
(2016), purchasing decisions are part of (Trattne, 2013). This marketing process is
consumer behavior, while related is how a due to the rapid development of
person, either a group or an individual, can technology, previously businesspeople
choose, use, and buy products and services could only market and promote their
to meet their needs. Meanwhile, according products by word of mouth. However, with
to Alma (2018), purchasing decisions are the development of this technology,
forms of decisions that are influenced by business people are facilitated in all
various aspects including product, price, marketing activities. Social media
promotion, location, and financial aspects. marketing is a marketing strategy that
So that it can shape consumer attitudes so allows marketers to interact, collaborate
that they can seek information first before and engage. This strategy prioritizes
making a purchase decision. technological sophistication such as social
From the explanation of some of the media, websites, and others related to
experts above, the researcher can conclude online platforms.
that the purchase decision is the stage when From the explanation above, it can be
a consumer is interested and has a high concluded that the existence of social media
enough buying interest in the product that marketing can facilitate both parties,
has been offered by a seller. In this case, of namely, a businessperson and a consumer.
course, a consumer has considered various The convenience obtained for business
aspects that make consumers make people is to minimize promotional costs
purchasing decisions, such as consumers and the reach is wide, while the
need the product, consumers like the convenience for consumers from the
product, and consumers have indeed done a existence of social media marketing is that
previous search for the product. Usually, consumers can access information about
consumers will search for information on products or services easily only from social,
the goods to be purchased through social, these activities can also be done anytime
reviews on websites, or get and anywhere. This explanation is also
recommendations from external parties. elaborated by previous research on the
There are several indicators regarding influence of social media marketing on
purchasing decisions proposed by Kotler purchasing decisions made by Dewi et al
and Armstrong (2006). Stability to (2021), Arif (2021), Liana (2021),
purchase knowing information about a Ardiansyah & Sarwoko (2020) stating that
particular product. Make a purchase Social Media Marketing has a positive
decision because you like the brand on a effect on purchasing decision. Based on this
particular product, make a purchase explanation, researchers can formulate
decision according to your own needs and hypotheses:
desires. Make purchasing decisions on H1: Social Media Marketing has a
certain products because they are positive effect on purchasing decisions at
recommended by others. There are 5 (five) Tiktok Shop.
stages in the purchasing decision process
proposed by Kotler and Armstrong (2006). Online customer reviews are opinions
Recognition of needs, information seeking, or experiences given by consumers

513
regarding the services or products of the suddenly, one of the factors is because of
company (Regina et al., 2021). Mo, Z., Li, encouragement from oneself. Usually,
Y. & Fan (2015), online customer review someone who acts like this will not think to
(OCR) comes from the consumer side find information on the product that we will
related to product reviews on various buy before. This impulse buying can also
aspects that allow consumers to obtain cause a consumer to feel sorry and a
information. The products they are looking hedonic lifestyle arises. This explanation is
for are usually based on reviews and by previous research conducted by
experiences written by consumers after Rupayana et al., (2021), Maulana &
buying products from online stores. Supriyono, (2021) stated that impulse
Consumers are usually selective in buying has a positive effect on purchasing
choosing quality information because it can decisions. Based on this explanation, the
determine purchasing decisions on a researcher can formulate a hypothesis:
product. H3: Impulse Buying has a positive effect
on purchasing decisions at Tiktok Shop.

From the statement above, it can be Price discount is a product price reduction
concluded that online customer review is strategy given by sellers to consumers as a
very helpful for consumers to find form of appreciation for certain activities
information on certain products before from a consumer who has pleased the seller
making a purchase. A review can determine by always buying his product (Tjiptono,
the company's success in creating, 2008). Mishra & Mishra (2011), the price
developing, and marketing products to the discount is a promotional strategy that
general public. In addition, reviews from focuses on price. In this strategy, customers
consumers can be used as evaluation will be offered the same product but at a
material to improve the company's strategy. lower price (Finthariasari & Zetira, 2022).
This statement is by previous research From the statement above, it can be
regarding the influence of online customer concluded that discounting is a common
reviews on purchasing decisions made by strategy for businesspeople, we need to
researchers Ardianti & Widiartanto, (2019), know that this strategy is considered very
Kumar, (2020), and Regina et al., (2021) effective in attracting the attention of a
stated that Online Customer Reviews have buyer. This statement is from similar
a positive effect on purchasing decision. research that has been carried out by
Based on this statement, the researcher can Isfantin, (2018), Finthariasari & Zetira,
formulate a hypothesis: (2022), and Shah & Dixit, (2005) stated that
H2: Online Customer Reviews have a the price discount has a positive effect on
positive effect on purchasing decisions at purchasing decisions. Based on this
Tiktok Shop. statement, the researcher can formulate a
Impulse buying is a buying process hypothesis:
that is carried out when consumers buy an H4: Price Discount has a positive effect
item in small or large quantities without on purchasing decisions at Tiktok Shop.
being considered first. This process occurs METHOD
because of an impulse from oneself (Berndt This study used the Tiktok
et al., 2017). Impulse buying is an action application as the object of research. The
that consumers do without having previous scope of the research was on the customer
experience, this action occurs who used the Tiktok application. The
spontaneously when a consumer is collection of samples in this study was
shopping at a store. carried out using the purposive sampling
From the explanation above, it can be technique. The sample criteria were TikTok
concluded that impulse buying occurs users. The data that was used in this study

514
are social media marketing, online This research tested as many as 40
customer reviews, impulse buying, price questions contained in the questionnaire
discounts, and purchasing decisions. This that must be answered directly by the
data collection technique was by respondent. The validity or invalidity of the
distributing questionnaires online via a questionnaire questions was measured
google form. using Pearson's correlation with a
To process the data, we used multiple significance value of less than 0.05. If the
linear regression analysis. SPSS software is significance value is less than 0.05 then the
used to obtain the results of hypothesis questions in the questionnaire can be
testing. Before the data is processed, we declared valid. To find out more clearly
conduct tests of classical instruments and about the results of this test, the validity test
classical assumptions. In testing the table data for each variable is presented as
hypothesis, the regression equation used in follows:
this study is: Table 2. validality test
Y: Purchasing decision
α: Constanta Variable
Questions Person
Significance Result
Code Correlation
β1-ß4: Regression coefficient on each variable
SCM.X1.1 0.611 0.001 VALID
X1: Social media marketing
SCM.X1.2 0.673 0.001 VALID
X2: Online customer review
SCM.X1.3 0.827 0.001 VALID
X3: Impulse buying
Social Media
X4: Price discount Marketing
SCM.X1.4 0.588 0.001 VALID

Ɛ: Random error (X1) SCM.X1.5 0.621 0.001 VALID

SCM.X1.6 0.785 0.001 VALID

RESULT AND DISCUSSION SCM.X1.7 0.749 0.001 VALID

Characteristics of respondents seen in SCM.X1.8 0.653 0.001 VALID

this study are based on gender, education,

age, occupation, monthly income and how OCR.X2.1 0.642 0.001 VALID

OCR.X2.2 0.725 0.001 VALID

often do shop. Based on data obtained OCR.X2.3 0.714 0.001 VALID
through questionnaires, the number of Online
Customer OCR.X2.4 0.754 0.001 VALID
respondents who have female was 68% Review
(X2)
OCR.X2.5 0.584 0.001 VALID

while the male was 32%. A respondent in OCR.X2.6 0.565 0.001 VALID

senior high school was most with a OCR.X2.7 0.728 0.001 VALID

percentage of 52%. Respondents are aged OCR.X2.8 0.769 0.001 VALID

17 -25 years at most with a percentage of IB.X3.1 0.747 0.001 VALID

83%. Based on how often do shop, the IB.X3.2 0.830 0.001 VALID
highest was every few months with a IB.X3.3 0.758 0.001 VALID

percentage of 51%. The characteristics of Impulse

Buying
IB.X3.4 0.755 0.001 VALID

respondents are presented in table 1 below: (X3) IB.X3.5 0.694 0.001 VALID

Table 1. Characteristics of Respondent IB.X3.6 0.593 0.001 VALID

No Characteristics of Respondents Amount Percentage IB.X3.7 0.655 0.001 VALID

1 Gender:
Male 47 32% IB.X3.8 0.763 0.001 VALID
Female 101 68%
2 Education:
High school 77 52%
Diploma degree 7 5%
Bachelor degree 61 41% PD.X4.1 0.473 0.001 VALID
Master degree 3 2%
3 Age: PD.X4.2 0.653 0.001 VALID
17 - < 25 years old 123 83% Price Discount
25 - < 35 years old 19 13% PD.X4.3 0.681 0.001 VALID
≥ 35 years old 6 4% (X4)
4 Occupation: PD.X4.4 0.796 0.001 VALID
Students 87 59%
Entrepreneur 21 14% PD.X4.5 0.779 0.001 VALID
Private employees 20 14%
Government employees 8 5%

5
Other
Income:
12 8%
In addition to testing the validity of
≤ Rp1.000.000 38 26%
> Rp1.000.000 – Rp3.000.000
> Rp3.000.000 – Rp5.000.000
77
24
52%
16%
question items, we also conduct reliability
6
> Rp5.000.000
How often do shop:
9 6%
tests. Cronbach's Alpha is one way to know
Every day 2 1%
Every week
Every month
13
58
9%
39%
whether an instrument can be said to be
reliable or not. This study conducted a
Every few months 75 51%

reliability test to see whether the instrument

515
can be said to be reliable. The reliability test discounts positively affect purchasing
results shown in table 3 say that all decisions. Meanwhile, online customer
instruments are reliable. reviews negatively affect purchasing
Table 3. Reliability Test decisions.
Variable N of items Cronbach’s Information
The results of hypothesis testing
Social Media Marketing (X1) 8
Alpha
0.843 RELIABLE show that social media marketing has a
Online Customer Review (X2)
Impulse Buying (X3)
8
8
0.847
0.871
RELIABLE
RELIABLE significance value of 0.001 which means
Price Discount (X4) 8 0.840 RELIABLE
Keputusan Pembelian (Y) 8 0.883 RELIABLE that the value is < 0.05. It can be concluded
that social media marketing had a positive
In this study, we also tested classical and significant effect on purchasing
assumptions. The classical assumption test decisions. The online customer review has
consists of a normality test, a significance value of 0.339, meaning that
multicollinearity test, and the value is > 0.05. It can be concluded that
heteroskedasticity. The results show that online customer review has no significant
the data are normally distributed, and there effect on purchasing decisions. Impulse
are no multicollinearity and buying has a significance value of 0.297,
heteroskedasticity problems. meaning that the value is > 0.05. It can be
Based on table 4, the R-square is concluded that impulse buying has no
0.680 which indicates that 68% of the significant effect on purchasing decisions.
variability of the purchasing decision is Price discount has a significance value of
explained by social media marketing, 0.01 which means that the value is <0.05.
online customer review, impulse buying, It can be concluded that price discount has
and price discount. While 35% is explained a positive and significant effect on
by other variables outside the model. purchasing decisions
Table 4. Coefficient of Determination
Test Results DISCUSSION
Model Square
This research is used to determine the
0.824a 0.
effect of social media marketing, online
customer reviews, impulse buying, and
The following table shows the result of the price discounts on purchasing decisions.
multiple linear regression analysis and The explanation regarding each variable is
hypothesis test. as follows, purchase on the discussion in
chapter 2 regarding previous research
Table 5. Regression Analysis Results conducted by Ardiansyah & Sarwoko
Unstandardized Standardized (2020). This is supported by the phenomena
Coefficients Coefficients

Model B
Std.
Beta T Sig.
and characteristics of the respondents.
Currently, technological advances are
Error

Constant 2.510 2.205 1.139 0.257

Social Media Marketing 0.609 0.075 0.557 8.130 0.001 increasing rapidly so marketing through
Online Customer Review

Impulse Buying
-0.075

0.066
0.078

0.063
-0.059

0.073
-0.959

1.046
0.339

0.297
social media is the right strategy to do in
Price Discount 0.330 0.083 0.320 3.967 0.001 addition to the characteristics of age
respondents dominated by respondents
Based on table 5, the regression result can aged 17-24 years with a percentage of 83%
be obtained in the regression equation as from 100% so it can be concluded that
follows people those aged tend to be more active in
doing activities in the online compared to
𝒀 = 𝟐. 𝟓𝟏𝟎 + 𝟎. 𝟔𝟎𝟗𝑿𝟏 − 𝟎. 𝟎𝟕𝟓𝑿𝟐 + those aged above.
𝟎. 𝟎𝟔𝟔𝑿𝟑 + 𝟎. 𝟑𝟑𝟎𝑿𝟒 + Ɛ Strategy social media marketing aims
to grow brand awareness to consumers.
The equation above shows that social media Besides that, social media marketing can
marketing, impulse buying, and price also make it easier for consumers to express

516
their opinions about the products or addition, each consumer also has their
services that have been offered and publish standards for each desired product, because
their opinions on the internet, which in turn a review cannot guarantee the influence of
can increase the knowledge of consumers purchasing decisions on one consumer to
who read comments or opinions. consumers another. This explanation is also supported
to the marketplace, goods or services by Putri et al (2022) research that online
offered so that it is likely to be used as a customer reviews have no significant effect
source of information and on purchasing decisions.
recommendations because it can indirectly Based on the results of data
improve consumer purchasing decisions. processing that has been carried out, it is
The results of this study are in line with the explained that impulse buying has no
results of previous studies examined by significant effect on purchasing decisions.
Dewi et al (2021), and Sania (2022). This research is inversely proportional to
Based on the results of data the discussion regarding previous research
processing that has been carried out, it is conducted by Rumpana et al (2021). The
explained that online customer review has rejection of this hypothesis was caused by
no significant effect on purchasing the characteristics of respondents based on
decisions. This study contrasts with the occupation, income, and how often they
discussion in chapter 2 regarding previous shop online, according to the distribution
research conducted by Regina et al (2021). the results showed that as many as 87
The rejection of this hypothesis is caused people with a percentage of 59%
by the characteristics of respondents based characteristics based on work, 77 people
on work, according to the distribution with a percentage of 52% income
online it was found that as many as 87 characteristics and 75 people with
people with a percentage of 59% stated that percentage 51% characteristic based on
the respondents were students or university how often people do online. From several
students so that it can be concluded that the factors characteristic of the respondents, it
income they get is limited, even though can be concluded that the status of students
they see a review that good about certain or students, earning 1 million to 3 million
products will not be able to influence them and doing online only once a few months
to make a purchase decision. In addition, are factors that are contrary to impulse
based on research that has been done, the buying because based on research that has
data shows an imbalance between points of been done, the data shows an imbalance
agreeing and disagree. A total of 148 between points agree and disagree on each
respondents who have filled out this statement item in this questionnaire. A total
questionnaire tend to disagree with the of 148 respondents who have filled out this
statement that reviews from consumers on questionnaire tend to disagree with the
a marketplace or social media can influence statement that unplanned buying behavior
purchasing decisions of other consumers is a priority.
who have read the reviews. This buying Another factor that strengthens the
decision behavior is based on a need, not rejection of this hypothesis is the
based on a review. phenomenon of this COVID-19 pandemic,
The non-acceptance of this according to the journal.id news page
hypothesis is also supported by the current explaining that the existence of the
phenomenon, in 2022 consumers tend to pandemic has made changes in consumer
focus on a need value, which means that behavior, one of which is in the economic
consumers can manage their finances well, field. Consumers are judged to be more
one of which is not easy to spend money focused on value rather than impulsiveness,
just because they see a good review on a this is because the most important priority
product submitted by other consumers. In is needs and not desire, consumers will tend

517
to save money either planned or unplanned. and the current phenomenon and is
These factors are what caused the lack of supported by previous research
impulsive buying effects on purchasing conducted by Putri et al (2022).
decisions. 3. Impulse buying has no significant effect
Based on the results of data on purchasing decisions at Tiktok Shop.
processing that has been carried out, it is This is caused by the characteristics of
explained that the price discount has a the respondents and the current
positive and significant effect on phenomenon.
purchasing decisions. The discussion in 4. Price discount has a significant effect
chapter 2 regarding previous research, on purchasing decisions at Tiktok Shop.
proves that the marketing strategy using This is due to. characteristics of the
discounted prices is still considered very respondents and the current
effective and in demand by consumers. It’s phenomenon and is supported by
also supported by the results of distributing previous research that has been carried
online as many as 148 respondents stated out by Isfantin (2018).
that factors of gender, age, income, and so
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