Pengaruh Trend Outfit of the Day oleh Influencer TikTok @andeiaz terhadap Impulsive Buying Konsumen TikTok Gen-Z di Kota Bandung

Abstract. This study aims to analyze the influence of the Outfit of the Day (OOTD) trend by TikTok influencer @andeiaz on the impulsive buying behavior of Generation Z TikTok consumers in Bandung City. This type of research is quantitative with a regression study, using the positivism paradigm and the Online Social and Media Marketing theory from Kotler and Keller (2016). The population in this study were active TikTok users who follow the TikTok account @andeiaz and are included in the Gen Z category in Bandung City. The sample was determined at 100 respondents using the Lemeshow formula. The data collection technique was carried out through the distribution of online questionnaires, and the data were analyzed using multiple linear regression.. The independent variables in this study include digital technology advancements, visual creativity, online community involvement, and the role of influencers. Meanwhile, the dependent variable consists of the stages of impulsive buying behavior: problem recognition, information search, alternative evaluation, and purchase decision. The results indicate that the Outfit of the Day trend by influencers influences impulsive buying among Gen Z in Bandung, contributing 63.3%. Abstrak. Penelitian ini bertujuan untuk menganalisis pengaruh trend Outfit of the Day (OOTD) oleh influencer TikTok @andeiaz terhadap perilaku impulsive buying konsumen TikTok Generasi Z di Kota Bandung. Jenis penelitian ini adalah kuantitatif dengan studi regresi, menggunakan paradigma positivisme serta teori Online Social and Media Marketing dari Kotler dan Keller (2016). Populasi dalam penelitian ini adalah pengguna aktif TikTok yang mengikuti akun TikTok @andeiaz dan termasuk dalam kategori Gen Z di Kota Bandung. Sampel ditentukan sebanyak 100 responden menggunakan rumus Lemeshow. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara daring, dan data dianalisis dengan regresi linear berganda. Variabel independen dalam penelitian ini meliputi kemajuan teknologi digital, kreativitas visual, keterlibatan komunitas online, dan peran influencer. Sedangkan variabel dependen terdiri atas tahapan perilaku impulsive buying, yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif, dan keputusan pembelian. Hasil penelitian menunjukkan bahwa trend Outfit of the Day oleh influencer memiliki pengaruh terhadap impulsive buying Gen Z di Kota Bandung dengan kontribusi sebesar 63,3%.