Emosi Konsumen Memediasi Strategi Voucher Lokasi TikTok Terhadap Pembelian Impulsif pada Brand Chatime

Abstract

The development of digital technology has fundamentally transformed consumer behavior worldwide, with the rise of social media driving a shift from conventional shopping to digital platforms. The increasing use of social media as a medium for digital marketing—particularly TikTok, which features location-based promotions—has enhanced sales conversion opportunities. This study aims to examine the effect of location-based voucher strategies implemented on TikTok Shop on impulsive buying, with consumer emotions as a mediating variable among Generation Z in Denpasar City. The research employed a quantitative approach involving 100 Generation Z respondents who had purchased Chatime products through TikTok Shop using location vouchers. Data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS4 software. The results indicate that location-based voucher strategies do not have a direct significant effect on impulsive buying; however, consumer emotions have a positive and significant effect on impulsive buying and successfully mediate the relationship between location-based vouchers and impulsive buying. These findings highlight the crucial role of emotions as a mediating factor in digital promotion strategies to stimulate impulsive purchases among Generation Z consumers. This study provides practical implications for businesses to optimize location-based voucher strategies by considering consumers’ emotional aspects to enhance promotional effectiveness.