The Influence of Sales Promotion, Attractiveness of Internet Advertising, and App Quality Features on Impulse Buying Decisions for Batik Fashion Products at Tiktok Shop

This study investigates the aspects of TikTok social media users' online purchase intention towards Batik fashion products in Indonesia by examining several interrelated factors, including Sales Promotion, Attractiveness of Internet Advertising, Apps Quality Features, and Impulse Buying. Using a purposive sampling method, the sample was taken from 303 respondents who live in JABODETABEK and are active users of the TikTok Shop feature. Structural Equation Modeling (SEM) and Partial Least Square (PLS) were used to analyze the data findings. By focusing on several important aspects that create Impulse Buying of Batik products, it is intended to reexamine this phenomenon by considering TikTok Shop consumer behavior in JABODETABEK as a case study. The results of this study found that Sales promotion and Apps Quality Features significantly affect impulse buying, while the Attractiveness of Internet Advertising does not significantly affect Impulse buying of TikTok Shop consumers. This research will guide businesses in making informed decisions to enhance their marketing strategies, better meet consumer needs, and ultimately drive sales and revenue in the Batik fashion niche on TikTok Shop. Different user profiles may respond differently to the same stimuli or conditions and this research proposed this contribution as novelty of this research.