Pengaruh Promosi Tiktok dan Electronic-Word Of Mouth (E-Wom) terhadap Impulsive Buying Generasi Z pada Point Coffee Wilayah Surabaya dengan In-Trust Influencer sebagai Variabel Moderasi

I Made Bagus Dwiarta; Ken Yeye Titis Rinjani; Ida Ilham Ramadhan; Hanis Prabu Dewangga; Feby Wahyuni; Muhammad Aji Dzikrulloh Akbar

doi:10.31004/riggs.v5i2.10293

Authors

I Made Bagus Dwiarta Universitas PGRI Adibuana Surabaya
Ken Yeye Titis Rinjani Universitas PGRI Adibuana Surabaya
Ida Ilham Ramadhan Universitas PGRI Adibuana Surabaya
Hanis Prabu Dewangga Universitas PGRI Adibuana Surabaya
Feby Wahyuni Universitas PGRI Adibuana Surabaya
Muhammad Aji Dzikrulloh Akbar Universitas PGRI Adibuana Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.10293

Keywords:

Promosi TikTok, Electronic Word-of-Mouth (e-WOM), Impulsive Buying, In-Trust Influencer

Abstract

Di era digital, TikTok telah menjadi platform pemasaran utama yang memicu perilaku pembelian impulsif, terutama di kalangan Generasi Z. Point Coffee sebagai merek minuman lokal memanfaatkan promosi TikTok dan electronic word-of-mouth (e-WOM) untuk menarik konsumen muda. Namun, peran kepercayaan terhadap influencer (In-Trust Influencer) dalam memoderasi hubungan tersebut masih jarang dikaji. Penelitian ini bertujuan menganalisis pengaruh promosi TikTok dan e-WOM terhadap impulsive buying Generasi Z pada Point Coffee di Surabaya, serta menguji moderasi In-Trust Influencer. Metode kuantitatif dengan desain kausal-eksplanatori digunakan pada 180 responden Generasi Z yang dipilih secara purposive. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis dengan PLS-SEM melalui SmartPLS 4.1. Hasil menunjukkan seluruh konstruk valid dan reliabel. Promosi TikTok (β=0,177; t=3,115; p=0,002) dan e-WOM (β=0,230; t=3,755; p=0,000) berpengaruh positif signifikan terhadap impulsive buying. In-Trust Influencer memoderasi pengaruh promosi TikTok (t=4,390; p=0,000) dan e-WOM (t=3,381; p=0,001), serta memiliki pengaruh langsung paling kuat (β=0,369; t=6,827; p=0,000). Koefisien moderasi negatif menunjukkan peran quasi-moderator yang menyaring rangsangan promosi dan e-WOM. Nilai R² sebesar 0,331 menandakan model cukup menjelaskan varians impulsive buying. Temuan ini menegaskan bahwa promosi TikTok dan e-WOM mendorong impulsive buying, dan kepercayaan pada influencer memperkuat hubungan tersebut secara parsial. Implikasinya, Point Coffee perlu mengoptimalkan kolaborasi dengan influencer terpercaya guna meningkatkan efektivitas strategi pemasaran digitalnya. Penelitian ini berkontribusi pada literatur pemasaran digital dengan menyoroti peran moderasi In-Trust Influencer, memberikan panduan praktis bagi merek lokal dalam merancang strategi promosi berbasis media sosial.

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