PENGARUH INTENSITAS PENGGUNAAN TIKTOK TERHADAP PERILAKU IMPULSIVE BUYING PADA MAHASISWA DI KOTA MALANG
DOI:
https://doi.org/10.33558/soul.v16i2.10646Keywords:
Intensity of Tiktok Use, Impulsive Buying, Self ControlAbstract
Social media has become an important part of everyday life,
especially among teenagers. One of the most widely used
applications is TikTok. According to data, TikTok users are
dominated by teenagers aged 18-24 years and the time spent
accessing TikTok is more than one hour every day. TikTok can
be used for entertainment, education and even marketing. This
research aims to determine the frequency of intensity of TikTok
use, the frequency of impulsive buying behavior, and the
influence of the intensity of TikTok use on impulsive buying
behavior among students in the city of Malang. The method used
is a quantitative approach and data is collected by spreading a
scale that measures the intensity of TikTok use and impulsive
buying behavior using Google forms. The results show that the
intensity of TikTok use is moderate and impulsive buying
behavior is low. Meanwhile, the use of TikTok has an influence
on impulsive buying behavior among students in Malang City
by 9.7%. The solution that can be given is to increase individual
self-control.
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