PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE

Abstract

This study aims to determine the effect of time limit marketing and viral marketing strategy on impulsive buying
among users of social commerce applications. This study uses explanatory research methods and uses a
quantitative approach. The population of this study is the entire population of the city of Surabaya whose exact
number is not known. The research sample uses the lemeshow formula calculation which produces a sample of
200 respondents. Data collection techniques carried out in this study using a questionnaire/ questionnaire. The
data analysis method used is multiple linear regression analysis with the help of the Statistical Package for the
Social Science (SPSS) version 22 software application. The results of this study indicate that: (1) Time Limit
Marketing has a positive effect on Impulsive Buying on Social Commerce application users, (2) Viral Marketing
has a positive effect on Impulsive Buying on Social Commerce application users, (3) Time Limit Marketing and
Viral Marketing positive effect on Impulsive Buying on Social Commerce application users.