PENGARUH PRICE PERCEPTION, SELF CONTROL, CONSUMER ENGAGEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK
DOI:
https://doi.org/10.61722/jemba.v2i4.1224Keywords:
impulsive buying, live shopping, price perception, self-control, consumer engagement, hedonic shopping motivation, Tiktok, S-O-R theoryAbstract
The rise of social commerce, particularly through the live shopping feature on Tiktok, has
transformed consumer behavior, especially in relation to impulsive buying. This study aims to analyze the
influence of price perception, self-control, consumer engagement, and hedonic shopping motivation on
impulsive buying behavior within the context of Tiktok's live shopping feature in the Jakarta area. A
quantitative approach was employed using a survey method involving 180 Generation Z respondents who
actively use Tiktok Shop. Data were analyzed using Structural Equation Modeling (SEM) based on the
Partial Least Squares (PLS) technique with the assistance of SmartPLS 4.0 software. The results reveal
that price perception, consumer engagement, and hedonic shopping motivation have a positive and
significant effect on impulsive buying. Conversely, self-control has a negative and significant effect,
reaffirming its role as an internal factor capable of restraining impulsive urges. These findings align with
the Stimulus-Organism-Response (S-O-R) theoretical framework employed in this study. This research
contributes to the digital consumer behavior literature and offers practical implications for marketers in
designing strategic interventions that ethically stimulate or manage impulsive purchasing behavior within
the live commerce ecosystem.
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