PENGARUH INFLUENCER MARKETING DAN SHOPPING LIFESTYLE TERHADAP PERILAKU IMPULSE BUYING PADA GENERASI Z PENGGUNA TIKTOK SHOP DI KOTA MALANG

This study aims to determine empirically the effect of influencer marketing
and shopping lifestyle on impulse in Generation Z Tiktok Shop users in Malang
City. The population used in this study is Generation Z in Malang City who has a
TikTok.Shop account. The research sample used purposive sampling technique by
taking subjects based on criteria, namely that respondents are generation Z with
ages 18-27 years, live in Malang City, and have purchased fashion products at
Tiktok Shop at least 2 times, and 130 respondents were obtained. The type of
research is associative quantitative, the data used is primary data which is carried
out using a questionnaire technique distributed via google form. The results
showed that (1) influencer marketing has a positive and significant effect on
impulse buying behavior, (2) shopping lifestyle shows a positive and significant
influence on impulse buying behavior, (3) shopping lifestyle variables have a more
dominant influence on impulse buying behavior