PENGARUH MIX MARKETING DAN BRAND IMAGE: TERHADAP IMPULSIVE BUYING PRODUK CAMILLE BEAUTY DI TIKTOK SHOP DENGAN EMOTIONAL RESPONSE SEBAGAI VARIABEL INTERVENING

Siti Nuraeni Pristiawati; Moch. Rizal

doi:10.37932/4hxezy25

Penulis

Siti Nuraeni Pristiawati Universitas Teknologi Muhammadiyah Jakarta
Moch. Rizal Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.37932/4hxezy25

Kata Kunci:

Bauran Pemasaran, Citra Merek, Pembelian Impulsif, Tiktok Shop

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran campuran dan citra merek terhadap pembelian impulsif produk Camille Beauty di TikTok Shop, dengan respons emosional sebagai variabel perantara. Metode penelitian yang digunakan adalah kuantitatif dengan pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara pemasaran campuran dan citra merek terhadap pembelian impulsif, dan respon emosional berperan sebagai mediator. Penelitian ini memberikan masukan bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif di platform media sosial.

Unduhan

Data unduhan tidak tersedia.

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PENGARUH MIX MARKETING DAN BRAND IMAGE: TERHADAP IMPULSIVE BUYING PRODUK CAMILLE BEAUTY DI TIKTOK SHOP DENGAN EMOTIONAL RESPONSE SEBAGAI VARIABEL INTERVENING