The Effect Of Affiliate Content Appeal, Discount Appeal, And Ease Of Use On Impulse Buying, With Perceived Enjoyment As A Mediating Variable, In Tiktok’s Location Tag Feature (A Study Of Generation Z Food Consumers In Bandung)

Nur Muhammad Azzam Alghifari; Faizal Fadhani Sigarlaki

doi:10.63922/ijebir.v5i05.6250

Nur Muhammad Azzam Alghifari Faculty of Economics and Business, Jenderal Achmad Yani University, Cimahi
Faizal Fadhani Sigarlaki Faculty of Economics and Business, Jenderal Achmad Yani University, Cimahi

DOI: https://doi.org/10.63922/ijebir.v5i05.6250

Keywords: Appeal of Affiliate Content, Appeal of Discounts, Ease of Use, Perceived Enjoyment, Impulse Buying

Abstract

This study was motivated by the phenomenon of content saturation on TikTok, where the average views, reach, and engagement rate of content have declined by 31.30%, 28.73%, and 31.17%, respectively (Metricool, 2025), compounded by Generation Z’s declining trust in commercial advertising content on TikTok, with 79% of Generation Z TikTok users admitting they miss the days before the platform was flooded with sponsored content and ads (The Harris Poll, 2026). As a result, culinary promotional content is finding it increasingly difficult to capture consumers’ attention, particularly on the location tag feature—which is still relatively new and continues to be developed by TikTok. The purpose of this study is to determine the influence of the appeal of affiliate content, the appeal of discounts, and ease of use on impulse buying—mediated by perceived enjoyment—on TikTok’s location tag feature among Generation Z food consumers in Bandung. The method used is a quantitative approach with a descriptive-verificative design. The sample size consisted of 161 respondents, selected through purposive sampling with a . Data for this study were collected through the distribution of a questionnaire that had been validated and found to be reliable and had passed the classical assumption tests. Hypothesis testing in this study utilized multiple regression analysis and the Sobel test using SPSS version 25. The results indicate that the appeal of affiliate content, the appeal of discounts, and ease of use each have a positive and significant effect on perceived enjoyment and impulse buying; perceived enjoyment has a positive and significant effect on impulse buying; and perceived enjoyment was found to partially mediate the effects of the appeal of affiliate content, the appeal of discounts, and ease of use on impulse buying.

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