Emosi Konsumen Memediasi Strategi Voucher Lokasi TikTok Terhadap Pembelian Impulsif pada Brand Chatime
DOI:
https://doi.org/10.55606/jurimbik.v6i1.1718Keywords:
Location Voucher, Impulsive Buying, Consumer Emotion, TikTok, Generation ZAbstract
The development of digital technology has fundamentally transformed consumer behavior worldwide, with the rise of social media driving a shift from conventional shopping to digital platforms. The increasing use of social media as a medium for digital marketing—particularly TikTok, which features location-based promotions—has enhanced sales conversion opportunities. This study aims to examine the effect of location-based voucher strategies implemented on TikTok Shop on impulsive buying, with consumer emotions as a mediating variable among Generation Z in Denpasar City. The research employed a quantitative approach involving 100 Generation Z respondents who had purchased Chatime products through TikTok Shop using location vouchers. Data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS4 software. The results indicate that location-based voucher strategies do not have a direct significant effect on impulsive buying; however, consumer emotions have a positive and significant effect on impulsive buying and successfully mediate the relationship between location-based vouchers and impulsive buying. These findings highlight the crucial role of emotions as a mediating factor in digital promotion strategies to stimulate impulsive purchases among Generation Z consumers. This study provides practical implications for businesses to optimize location-based voucher strategies by considering consumers’ emotional aspects to enhance promotional effectiveness.
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