The Effect of Brand Ambassador, Content Marketing, and Mobile Marketing on the Impulse Buying of Sidoarjo Generation Z at the Tiktok Shop
Pengaruh Brand Ambassador, Content Marketing, dan Mobile Marketing terhadap Impulse Buying Generasi Z Sidoarjo pada Tiktok Shop
DOI:
https://doi.org/10.21070/ups.8360Keywords:
Brand Ambassador, Content Marketing, Mobile Marketing, Impulse BuyingAbstract
The development of technology and social media has changed the way brands interact with consumers, especially generation Z who grew up in the digital era. Tiktok has become one of the main platforms in marketing strategies because of its short, creative, and interactive content format. This study aims to examine the influence of brand ambassadors, content marketing, and mobile marketing on the impulse buying behavior of generation Z at tiktok Shop, especially in Sidoarjo. Generation Z is known to be responsive to authentic content and attractive visuals, so platforms like tiktok encourage impulsive buying tendencies. This study uses a quantitative method with 96 respondents who have made purchases at TikTok Shop. The analysis technique used is multiple linear regression. The results of the study show that brand ambassadors, content marketing, and mobile marketing have an effect on impulse buying of generation Z Sidoarjo at tiktok shop.
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