Tania Urmila Cahayaning Wulan (1), Indah Respati Kusumasari (2)
General Background: Digital commerce increasingly shapes spontaneous consumer behavior through social media based shopping. Specific Background: This study examines Generation Z TikTok Shop users in Tuban Regency through brand ambassadors, discount prices, and online customer reviews. Knowledge Gap: Prior findings on digital marketing stimuli remain inconsistent, while non-metropolitan consumer contexts are still limited. Aims: This study analyzes the simultaneous and partial relationships between the three variables and impulsive buying. Results: Using a quantitative associative design, 160 respondents were selected through purposive sampling and analyzed with multiple linear regression using IBM SPSS 25. The findings show that brand ambassadors, discount prices, and online customer reviews significantly relate to impulsive buying both simultaneously and partially. Online customer reviews were the strongest predictor, followed by brand ambassadors and discount prices. Novelty: This study provides evidence from Tuban Regency as a non-metropolitan TikTok Shop consumer setting. Implications: Sellers should strengthen buyer feedback quality, select relevant public figures, and apply competitive discount strategies.
Highlights:
Keywords: Brand Ambassador, Discount Price, Generation Z, Impulsive Buying, Online Customer Review, TikTok Shop.
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