products in Shopee Affiliate campaign with Hedonic Shopping Motivation as the intervening variable. The purpose of this research is to know the effect of TikTok as Social Media Marketing on impulse purchases, the effect of TikTok as Social Media Marketing on hedonistic shopping motivation, the effect of hedonistic shopping motivation on impulse purchases,
The effect of TikTok as Social Media Marketing mediated by hedonistic shopping motivation on impulse purchases of fashion products.

This research is included in quantitative research with descriptive approaches, multiple linear analysis and path analysis (due to the presence of intervening variables). The sample was taken with purposive sampling technique and in this study was taken as many as 106 respondents.

The results of the study stated that TikTok as Social Media Marketing has a positive and significant effect on Hedonic Shopping Motivation, TikTok as Social Media Marketing has no positive and significant effect on Impulse Purchases, Hedonistic Shopping Motivation has a positive and significant effect on Impulse Purchases, Hedonistic Shopping Motivation as an intervening variable Positive and significant influence among TikTok as Social Media Marketing against Impulsive Purchase of fashion products.

Keywords: TikTok, Social Media Marketing, Impulse Buying, Hedonistic Shopping Motivation

Rizqi Nurazizah

Affiliation

Conference Tracks

Refine Results

The Effect of TikTok Social Media Marketing on Impulse Purchases of Fashion Products with Hedonic Shopping Motivation as the Intervening Variable