Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya

Shila Radasahila ; Ni Made Ida Pratiwi ; Ayun Maduwinarti
Jurnal Manajemen dan Pendidikan Agama Islam 📅 2025 Vol 3, No 4 🔗 DOI: 10.61132/jmpai.v3i4.1246
Abstract
The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.
Keywords
Content Marketing; Impulse Buying; Online Customer Review; Price Discount; SAFF & Co
How to Cite

Shila Radasahila, et al. (2025). Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya. Jurnal Manajemen dan Pendidikan Agama Islam, 3(4). https://doi.org/10.61132/jmpai.v3i4.1246

Shila Radasahila; Ni Made Ida Pratiwi; Ayun Maduwinarti, "Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya," Jurnal Manajemen dan Pendidikan Agama Islam, vol. 3, no. 4, 2025.

Shila Radasahila; Ni Made Ida Pratiwi; Ayun Maduwinarti. "Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya." Jurnal Manajemen dan Pendidikan Agama Islam, vol. 3, no. 4, 2025.

Shila Radasahila; Ni Made Ida Pratiwi; Ayun Maduwinarti. "Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya." Jurnal Manajemen dan Pendidikan Agama Islam 3, no. 4 (2025).

Shila Radasahila, et al. (2025) 'Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya', Jurnal Manajemen dan Pendidikan Agama Islam, 3(4). doi: 10.61132/jmpai.v3i4.1246.

Shila Radasahila; Ni Made Ida Pratiwi; Ayun Maduwinarti. Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya. Jurnal Manajemen dan Pendidikan Agama Islam. 2025;3(4).

Artikel Terkait

Implementasi Media Digital dan Artificial Intelligence dalam Pembelajaran Pendidikan Agama Islam

Agisni Bepi Rosadi; Alya Nur Fauziyah; Fatihul Noer Ihsan; Nabilla Nur Amalia

Optimalisasi E Learning, Learning Management System (LMS), dan Artificial Intelligence dalam Pembelajaran PAI

Amanda Syabila Putri Maulana; Diyani Diyani; Irfan Maulana; Muhammad Faisal Arrayan

Pengaruh Kepemimpinan Kepala Sekolah dan Budaya Sekolah terhadap Disiplin Kerja Guru SMP Negeri di Kecamatan Sembawa Kabupaten Banyuasin

Septiana Septiana; Happy Fitria; Ahmad Wahidy

Analisis Kepemimpinan Transformasional Kepala Sekolah dalam Meningkatkan Etos Kerja Guru

Sri Andini; Rokhayani Yuslida Hannum Harahap; Amri Jamil Tanjung; Salma Tiaz

Sosiologi Doa Pagi sebagai Praktik Lived Religion di SD Negeri Durensawit: (Studi tentang Ritual, Afeksi dan Budaya Sekolah)

Allya Farisha Azzahrani; Muh. Hanif

Kepemimpinan Bu Nyai Sebagai Representasi Kesetaraan Gender dalam Tradisi Pondok Pesantren Al-Azhar Azzayyadiyah Sampang

Nur Hayati; Mohammad Muchlis Solichin; Ali Nurhadi
Tren Sitasi Jurnal