Content marketing TikTok sebagai stimulus impulse buying pada social commerce: Pendekatan systematic literature review
DOI:
https://doi.org/10.60036/jbm.1137Keywords:
Content Marketing TikTok, Impulse Buying, Social Commerce, Stimulus-Organism-Response , Perilaku Konsumen DigitalAbstract
Tujuan – Penelitian ini bertujuan untuk mengidentifikasi, mengevaluasi, dan mensintesis berbagai temuan empiris dan konseptual terkait peran content marketing TikTok sebagai stimulus impulse buying dalam konteks social commerce.
Desain/metodologi/pendekatan – Penelitian menggunakan pendekatan Systematic Literature Review (SLR) dengan mengacu pada pedoman PRISMA 2020. Proses pencarian literatur dilakukan melalui database Scopus, ScienceDirect, Emerald Insight, Web of Science, dan Google Scholar dengan rentang publikasi tahun 2020–2025. Artikel diseleksi menggunakan kriteria inklusi dan eksklusi yang ketat, sehingga diperoleh 30 artikel yang dianalisis menggunakan thematic analysis dan narrative synthesis.
Temuan – Hasil kajian menunjukkan bahwa content marketing TikTok berperan sebagai stimulus utama yang mendorong impulse buying melalui respons psikologis seperti hedonic motivation, emotional arousal, dan fear of missing out (Fomo). Kerangka Stimulus-Organism-Response (SOR) menjadi teori dominan yang digunakan untuk menjelaskan hubungan antara stimulus digital dan perilaku konsumen. Selain itu, algoritma personalisasi, live streaming, dan kreativitas konten terbukti memperkuat keterlibatan konsumen dalam proses pembelian impulsif.
Keterbatasan penelitian – Penelitian ini memiliki keterbatasan pada cakupan literatur yang hanya mencakup artikel berbahasa Inggris dan Indonesia serta dominasi studi kuantitatif dalam literatur yang direview.
Implikasi – Hasil penelitian memberikan implikasi bagi pelaku bisnis dan digital marketer dalam merancang strategi pemasaran berbasis konten yang lebih efektif dan bertanggung jawab. Secara teoretis, penelitian ini memperkaya pengembangan kerangka SOR dalam konteks e-commerce berbasis algoritma.
Kebaruan – Studi ini mengintegrasikan secara sistematis berbagai perspektif teoritis dan temuan empiris terkait hubungan antara content marketing TikTok dan impulse buying yang sebelumnya masih dikaji secara parsial. Penelitian ini juga menawarkan sintesis konseptual berbasis SOR yang mengintegrasikan faktor teknologi platform dan pengalaman pengguna digital.
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Copyright (c) 2026 Ana Yanovi, Yomeini Margareth S, Gita Rahayu, Aulia Shafira Vanessa
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