This study explores “The Effect of Social Media Community and
Advertising on Impulse Buying Intention and Impulse Buying Behavior at This Is
April Fashion Brand” researched by Brigitta Mirai Avina Wirakusuma as the
author. The rise of TikTok has reshaped digital marketing strategies and consumer
behavior, especially in driving impulse purchases among Gen Z consumers. This
study investigates the impact of social media communities, social media
advertising, on impulse buying in this case including impulse buying intention
which will be related to impulse buying behaviour using This Is April as a case
study. A quantitative approach with 124 respondents was used, and the data were
analysed using PLS-SEM. The results showed that This Is April's TikTok social
media community significantly influenced impulse buying intention, as well as This
Is April's TikTok social media advertisements influenced impulse buying intention, and impulse buying intention significantly influenced This Is April consumers'
impulse buying behaviour. These findings underscore the important role of
engaging content and active online community interaction in shaping consumer
purchase decisions on TikTok. For practitioners, this highlights the need to create a
dynamic and community-based marketing approach while also providing engaging
and informative advertisement content. Future research should explore additional
variables and some of the cross-platform effects.