THE INFLUENCE OF INFLUENCERS, CONTENT MARKETING, AND BRAND AWARENESS ON IMPULSE BUYING BEHAVIOR AMONG TIKTOK SOCIAL COMMERCE USERS IN LAMONGAN REGENCY

Authors

  • Alfi Nur Khasanah Islamic University of Lamongan Author
  • Evi Yulia Islamic University of Lamongan Author
  • Nanto Purnomo Islamic University of Lamongan Author
  • Puguh Cahyono Islamic University of Lamongan Author

Keywords:

Influencer, Content Marketing, Brand Awareness, Impulse Buying, Social Commerce

Abstract

This study aims to examine the influence of influencers, content marketing, and brand awareness on impulse buying behavior among TikTok social commerce users in Lamongan Regency. This research employs a quantitative method with a sample of 96 respondents. Data collection was conducted through a questionnaire survey, and data analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 20. The results indicate that simultaneously, influencers, content marketing, and brand awareness have a positive and significant effect on impulse buying. However, partially, only influencers have a significant influence, while content marketing and brand awareness do not have a significant effect on impulse buying. Furthermore, the multiple linear regression results show that the influencer variable is the most dominant factor affecting impulse buying behavior.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles