Nurulaini, Rihan (2025) The Effect of Promotion and Addiction Attitudes in the Use of Tiktok on Impulse Buying Behavior Review of Maslahah (Empirical Study of the Hamlet Community Butuh Sidowarno Wonosari). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The Tiktok application is the application with the most users in the world as well as in Indonesia, which is 106.52 million users as of October 2023 and continues to increase as time goes by. With the offer of interesting content such as promotions, sales of goods and others that cause most of its users (especially in the Community of Butuh Sidowarno Wonosari) in the end cannot be separated from the application or in other words addicted to its use. These facts show that there is a positive correlation between promotion and the attitude of addiction with impulse buying behavior or unplanned purchases and this is something that must be avoided because it does not fulfill the Law of Maslahah in Islam. The objectives of this study are to: 1) Determine the ability of promotion to influence impulse buying behavior in the people of Butuh Sidowarno Wonosari Hamlet, 2) To know the influence of addiction attitudes on impulse buying behavior in the people of Butuh Sidowarno Wonosari Hamlet, 3) To know the ability of the influence of promotion and addiction attitudes on impulse buying behavior simultaneously, 4) To find out what are the actions of promotions and addiction attitudes to impulse buying behavior in the hamlet community need, 5) Knowing the review of Maslahah law on promotions and addiction attitudes that affect impulse buying behavior. This type of research is Mix Methods in its writing, namely The Explanatory Sequential Design. Using the SPSS 25 application, the sample taken was 10% of the total population using the solvin formula, which amounted to 100 people. The data was taken using a test in the form of a questionnaire that had been tested for validity and realism for the x variable and the y variable. The data analysis technique used is quantitative data analysis in the context of empirical studies with multiple linear regression analysis. The results of the study showed that: 1) Addiction attitude (X1) had a significant effect on Impulse Buying Behavior because of the significance value of 0.016 < 0.05. 2) Promotion has a positive influence on impulse buying behavior on the Tiktok application, as evidenced by the significance value of the promotion variable 0.000 < 0.05. 3) The Addiction and Promotion Attitude variables can affect Impulse Buying Behavior together with a Sig. value of 0.000 (<0.05). Thus, it is known that the R Square value is 0.742 or 74% and it can be concluded that the contribution of the influence of the Independent Variable on the Dependent Variable simultaneously (together) is 74% and 26% influenced by other variables that are not studied in this study. 4) Based on the analysis carried out, it can be concluded that the people of Dusun Butuh are addicted to the TikTok application because of its entertaining and interactive nature. This addiction is exacerbated by aggressive marketing strategies, such as live shopping and algorithm-based promotions, which ultimately encourage impulse buying behavior among the public. 5) The Addiction attitude experienced by the People of Butuh Hamlet which is due to the Promotion on the Tiktok Application leads to more negative impacts such as waste and financial imbalance, so this is not included in the Maslahah in Islamic Law. Keywords: Addiction Attitude, Promotion, Impulse Buying Behavior, Maslahah

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