The Role of Limited Time Offer, Countdown Timer, and Stock Limitation on Impulse Buying on TikTok Shop among College Students in sidoarjo
Peran Limited Time Offer, Countdown Timer dan Keterbatasan Stok terhadap Pembelian Impulsif di TikTok Shop pada Mahasiswa di Sidoarjo
DOI:
https://doi.org/10.21070/ups.12335Keywords:
Limited Time Offer, Countdown Timer, Limited Stock, Impulsive Buying Behavior, TikTok ShopAbstract
The rise of social commerce platforms, especially TikTok Shop, has led to a higher incidence of impulsive buying among college students due to various promotional tactics intended to instill a sense of urgency. This research focuses on examining how time-sensitive promotions, countdown clocks, and limited inventory influence college students’ impulsive buying habits on TikTok Shop, both on their own and in conjunction with one another. A quantitative research method is implemented utilizing a survey approach with a sample of 120 college students who have shopped on TikTok Shop. Information was gathered via a questionnaire that used a Likert scale and was analyzed with multiple linear regression techniques supported by Python software.
The findings reveal that limited time offer,countdown timer, and limited stock all have a positive and noteworthy influence on students’ impulsive buying behavior. In addition, these three factors together have a positive and significant impact on impulsive purchasing patterns. The results of the analysis reveal that the research framework is very effective in clarifying the differences in students’ impulsive buying tendencies. The outcomes of this study indicate that promotional strategies that create urgency such as limited time offer,countdown timer, and limited stock alerts can enhance the likelihood of students making unplanned purchases on the TikTok Shop platform
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