The Effect of Attractiveness of Advertising, Sales Promotion and Affiliate Marketing Products on Impulse Buying on the TikTok Application

Abstract

This research aims to find out whether the attractiveness of advertising, sales promotions and affiliate marketing has an effect on impulse buying on the TikTok application. This type of research is descriptive research with a quantitative approach. The subjects in this research were Batam State Polytechnic (Polibatam) students majoring in business management in the morning and evening classes, who had seen advertisements and promotions on the TikTok application and had made purchases using the TikTok Shop at least 3 times. Sample selection in this research was carried out using a purposive sampling technique. The collected data was analyzed using the multiple linear regression analysis method with the SPSS version 27 application for processing. The findings from this research indicate that there is a significant and positive influence of advertising attractiveness on impulse buying behavior on the TikTok platform. Apart from that, sales promotions and affiliate marketing also show a positive and significant influence in encouraging impulse buying on the same application.