The Mechanism of Impulsive Buying among Generation Z on TikTok Shop: A Study of Social Influence and Economic Benefit through Arousal and Pleasure

Muhammad Fadhel Kusumojati; Albari Albari

doi:10.55927/fjmr.v5i1.668

Authors

Muhammad Fadhel Kusumojati Universitas Islam Indonesia
Albari Albari Universitas Islam Indonesia

DOI:

https://doi.org/10.55927/fjmr.v5i1.668

Keywords:

Impulsive Buying, Social Influence, Economic Benefit, Arousal, Pleasure

Abstract

This study aims to analyze the mechanism of impulsive buying among Generation Z on TikTok Shop through the influence of social influence and economic benefit, with arousal and pleasure as mediators, based on the Stimulus–Organism–Response (SOR) framework. This study used a quantitative approach with a survey method of 200 Generation Z respondents who are TikTok Shop users. The data analysis technique used was Structural Equation Modeling–Partial Least Square (SEM-PLS). The results showed that social influence and economic benefit had a positive and significant effect on impulsive buying. In addition, both variables also had a significant effect on arousal and pleasure. However, the test results showed that arousal did not have a significant effect on impulsive buying, while pleasure proved to have a positive and significant effect. These findings indicate that impulsive buying behavior among Generation Z on TikTok Shop is more dominantly influenced by positive emotions in the form of feelings of happiness and satisfaction (pleasure) than emotional arousal (arousal). This study provides theoretical contributions in the development of the SOR model in the context of social commerce, as well as practical implications for business actors in designing more effective digital marketing strategies.

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