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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.

This study aims to analyze the implementation of entrepreneurship education management in achieving independent students at MAN 2 Langkat. The research uses a qualitative method with a descriptive approach, employing data collection techniques of observation, interviews, and documentation. The findings show that the planning of entrepreneurship education at MAN 2 Langkat is designed with the aim of equipping students with practical skills and independence. This entrepreneurship program includes various practical activities such as Market Day and bazaar exhibitions, providing students with the opportunity to plan and manage their own businesses. The implementation of the program has proven effective in developing students' entrepreneurship skills, such as business planning, capital management, and product marketing. Evaluation of the entrepreneurship program shows positive impacts, with assessments focused not only on the final results but also on the processes students undergo, including initiative, responsibility, and teamwork. However, several aspects still require improvement, such as financial management and enhancing cooperation among students. Overall, this entrepreneurship program has successfully created independent students, ready to face the challenges of the business world.