ANTECEDENTS AND CONSEQUENCES OF IMPULSE BUYING CONSUMER ON TIKTOK SHOP

This study aims to determine consumers' impulsive purchases at Tiktok Shop based on antecedents and consequences explained by the variables of Consumer Impulsiveness, online customer review, Impulse Buying and loyalty. This study uses a quantitative approach with data analysis methods, namely product moment correlation. The sample determined in the study used purposive sampling and obtained as many as 302 respondents who had made purchases at the Tiktok Shop. The research method is path analysis using statistical software AMOS 24. The results of this study found that consumer impulsiveness and online customer reviews have a significant effect on impulse buying and loyalty partially. Impulse buying acts as a mediation between the influence of consumer impulsiveness and online customer reviews on loyalty. Keywords: Consumer Impulsiveness, online customer review, Impulse Buying, Loyalt