The findings are significant as TikTok Shop continues to expand as a major social commerce platform in Indonesia. The study explains why certain digital marketing strategies succeed in converting viewers into buyers, while others fail to produce actual purchasing behavior despite high engagement levels.
Social Commerce and the Rise of Impulsive Buying
The integration of social media and e-commerce has reshaped consumer behavior. TikTok Shop enables users to purchase products directly through short videos and live-streaming content, creating an environment where entertainment, social interaction, and shopping occur simultaneously.
For Generation Z, this environment is particularly influential. Constant exposure to influencer recommendations, peer comments, trending products, and real-time promotions reduces deliberation time and increases the likelihood of spontaneous purchases. As a result, impulsive buying has become a defining characteristic of Gen Z consumption patterns in social commerce.
Research Approach and Data Collection
The study employed a quantitative causal research design using survey data collected from 200 Generation Z consumers in Indonesia who actively use TikTok Shop and have experienced unplanned purchases. Respondents evaluated statements related to social influence, economic benefits, emotional responses, and impulsive buying behavior using a structured questionnaire.
The data were analyzed using a statistical modeling approach capable of examining complex relationships between variables simultaneously. This method allowed the researchers to assess both direct effects and emotional mediation pathways within a single analytical framework.
Key Empirical Findings
The results reveal several clear and consistent patterns:
Overall, the model explains nearly half of the variance in impulsive buying behavior among Generation Z TikTok Shop users, indicating strong explanatory power.
Why Pleasure Outweighs Excitement
One of the most important conclusions of the study is that not all emotional responses influence behavior in the same way. While TikTok Shop content often generates excitement through fast-paced visuals and flash promotions, this emotional arousal tends to be short-lived.
In contrast, pleasure represents a more stable and evaluative emotional state. When users feel satisfied, relaxed, and confident about their shopping experience, they are more likely to complete impulsive purchases. The study demonstrates that pleasure acts as a critical emotional bridge between external stimuli and behavioral response.
As noted by Kusumojati and Albari from Universitas Islam Indonesia, impulsive buying on TikTok Shop is “more strongly influenced by positive emotional experiences than by temporary emotional stimulation,” highlighting the central role of pleasure within the Stimulus–Organism–Response framework.
Implications for Digital Marketing and Consumer Awareness
For businesses and marketers, the findings suggest that effective strategies should not rely solely on urgency or aggressive promotions. Instead, emphasis should be placed on fostering enjoyable shopping experiences through trustworthy influencers, engaging content, and perceived value.
For platform operators, improving user comfort, transaction simplicity, and emotional satisfaction may increase conversion rates more sustainably than repeated flash sales.
From a societal perspective, the study underscores the importance of digital consumer awareness. Understanding how emotional and social cues influence purchasing decisions can help young consumers make more informed choices and manage impulsive spending behaviors in digital environments.
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