Pengaruh Impulsive Buying dalam Komunikasi Pemasaran Terhadap Penyesalan Pasca Pembelian di Tiktok Shop pada Generasi Z Kota Medan

Abstract

The advancement of digital technology and social media has significantly transformed consumer behavior, especially among Generation Z. TikTok Shop has emerged as a platform that integrates entertainment with digital marketing, triggering impulsive buying behavior. This behavior often leads to post-purchase regret due to unplanned and emotionally driven decisions. This study aims to examine the effect of impulsive buying within marketing communication on post purchase regret among Generation Z users of TikTok Shop in Medan City. The research employed a quantitative approach with descriptive and causal methods. Data were collected through questionnaires distributed to 100 respondents and analyzed using simple linear regression. The findings indicate a significant influence of impulsive buying on post-purchase regret, with a regression coefficient of 0.590, a t-value of 14.463, and a significance value of < 0.001, meaning the hypothesis Ha is accepted. Furthermore, the R Square value of 0.681 shows that 68.1% of the variation in post-purchase regret is explained by impulsive buying, while the remaining 31.9% is influenced by other factors. In conclusion, marketing communication on TikTok Shop significantly influences impulsive buying behavior, which in turn increases the likelihood of post-purchase regret. This study recommends that Generation Z consumers become more mindful in responding to promotional content, and that businesses apply ethical and informative marketing strategies rather than solely triggering impulsive purchases.