Pengaruh Daya Tarik Flash Sale TikTok Terhadap Keputusan Pembelian Impulsif Pada Mahasiswa Universitas Islam Negeri Sultan Syarif Kasim Riau

Aslamia Hayati, Hendra Riofita

Abstract


Rapid developments in digital commerce and social media features such as TikTok Shop have transformed consumer purchasing behavior, particularly among university students who are highly responsive to promotional stimuli. This study aims to analyze the effect of TikTok flash sale attractiveness on impulsive purchasing decisions among students at Universitas Islam Negeri Sultan Syarif Kasim (UIN Suska) Riau. A quantitative explanatory approach was employed, gathering data from 100 TikTok Shop active users via structured questionnaires using purposive sampling. Data analysis was executed using IBM SPSS Statistics through simple linear regression analysis, classic assumption tests, and instrument validity/reliability testing. The results revealed that flash sale attractiveness has a positive and statistically significant effect on impulsive buying decisions (t = 7.842, p < 0.001), explaining 38.6% of the variance (R² = 0.386). Key drivers include extreme price discounts, time scarcity countdowns, stock limitations, and interactive live streaming presentations. This study's novelty highlights how algorithmic social commerce urgency interacts with youth financial behavior, emphasizing the need for balanced digital marketing strategies and financial risk control literacy.


Keywords


consumer behavior; flash sale attractiveness; impulsive buying; tiktok shop

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DOI: https://doi.org/10.52364/synergy.v6i2.160

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