DRIVING IMPULSE BUYING ON TIKTOK SHOP AN S-O-R PERSPECTIVE ON THE ROLE POSITIVE EMOTIONS AS AN MEDIATOR
Published:
2026-02-28Downloads
Abstract
This study aims to analyze the effect of Shopping Lifestyle, Flash Sale, and Live Streaming on Impulse Buying with Positive Emotions as a mediating variable among TikTok Shop users in Malang City. Using a quantitative approach, data were collected through online questionnaires from 192 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. The results of the study show that Shopping Lifestyle and Flash Sale significantly affect Positive Emotions and Impulse Buying. However, Live Streaming was found to have no significant effect on Positive Emotions, although it has a strong direct effect on Impulse Buying. Mediation analysis revealed that Positive Emotions significantly mediate the influence of Shopping Lifestyle and Flash Sale on impulse buying, but do not mediate the effect of Live Streaming. These findings confirm the Stimulus-Organism-Response (S-O-R) theoretical model, in which lifestyle and price promotion stimuli are more effective at eliciting consumers' emotional aspects compared to live broadcast features that tend to be informative. Sellers are advised to package live streaming content in a more entertaining format to appeal to the viewers' emotional side.
Keywords:
Shopping Lifestyle Flash Sale Live Streaming Impulse Buying Positive EmotionsReferences
Agrawal, S, & S. Abhinav S. (2016)."Flash Sales–The Game Changer In Indian E-Commerce Industry." International Journal Of Advance Research And Innovation 4.1.
Ahmad, S. H., Wolok, T., & Abdussamad, Z. K. (2022). Pengaruh Shopping Lifestyle Dan Promosi Produk Skin Care Terhadap Impulse Buying Melalui Media Tiktok Shop. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 5(2). Https://Doi.Org/10.37479/Jimb.V5i2.16550
Aprilia, R. A., Wahono, B., & Bastomi, M. (2025). Pengaruh Trend Fashion, Social Media Marketing Dan Customer Experience Terhadap Keputusan Pembelian Pada Produk H&M (Studi Pada Mahasiswa Universitas Islam Malang 2021). E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 781-792.
Arikunto, S. (2019). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be Creative, My Friend! Engaging Users On Instagram By Promoting Positive Emotions. Journal Of Business Research, 130, 416-425. Https://Doi.Org/10.1016/J.Jbusres.2020.02.014
Christina, T. J. (2023). Pengaruh Keputusan Penggunaan Spaylater Terhadap Perilaku Impulse Buying Dengan Lifestyle Hedoninc Sebagai Variabel Intervening Pada Mahasiswa Stie Malangkucecwara (Doctoral Dissertation, STIE Malangkucecwara).
Darwipat, D., Syam, A., & Marhawati, M. (2020). Pengaruh Program Flash Sale Terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal Of Economic Education And Entrepreneurship Studies, 1(2), 58-64. Https://Doi.Org/10.26858/Je3s.V1i2.87
Dewi, N. W. R. R., & Adi, I. N. R. (2023). Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, Positive Emotion, Impulse Buying E-Commerce. Quantitative Economics And Management Studies, 4(6), 1082-1092. Https://Doi.Org/10.35877/454RI.Qems2032
Edy, I. C., & Haryanti, S. S. (2018). Impulsive Buying Behavior Pada Konsumen Online. Prosiding: ISSN, 2621, 1572.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W., Babin B., & Anderson, R. (2018). Multivariate Data Analysis. 8th. London: Cengage Learning. Https://Doi.Org/10.1108/TQM-06-2022-0197
Haq, M. A. I., Widarko, A., & Bastomi, M. (2025). Pengaruh Persepsi Harga, Gaya Hidup, dan Sosial Media Marketing terhadap Minat Beli Pakaian Thrift di Kalangan Mahasiswa UNISMA. E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 473-484.
Indiekraf.Com.(2023). Hasil Survey Populix: Tiktok Shop Dominasi Pasar Social Commerce Di Indonesia. Diakses Pada 10 November, Dari Https://Indiekraf.Com/.
Jantima, B. (2024). Online Social Enterprise Customer Behaviour: Influences Of E-Commerce, Social Media, And Altruism On Online Impulsive Buying. Cogent Business &Amp; Management, 11(1). Https://Doi.Org/10.1080/23311975.2024.2370423
Jonet, A. S. H., Purwanto, S., & Ariescy, R. R. (2024). Pengaruh Flash Sale Dan Live Streaming Terhadap Pembelian Impulsif Pada Marketplace Shopee Di Kota Surabaya. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 285-292. Https://Doi.Org/10.33087/Jmas.V9i1.1598
Judge, T. A., Weiss, H. M., Kammeyer-Mueller, J. D., & Hulin, C. L. (2017). Job attitudes, job satisfaction, and job affect: A century of continuity and of change. Journal of Applied Psychology, 102(3), 356–374.
Karyadi, Z., Sulhaini., Lalu Edy Herman Mulyono. (2023). “The Influence Of User-Generated Content, Conspicuous Consumption, And Flash Sales On Impulsive Buying Behavior E-Commerce With Pay Later As A Moderation Variable.” Volume. 8 Issue. 12, December. International Journal Of Innovative Science And Research Technology (IJISRT). Https://Doi.Org/10.5281/Zenodo.10401393
Kaur, H. & Kochar, R. (2018). A Review Of Factors Affecting Consumer Behavior Towards Online Shopping. International Journal Of Engineering And Management Research, 8, 54-58. Https://Doi.Org/10.31033/Ijemr.8.4.6
Kuncoro, M. 2018. Metodologi Kuantitatif: Teori Dan Aplikasi Untuk Bisnis Dan Ekonomi. Yogyakarta: UPP STIM YKPN.
Leonita, P., Izzudin, A., & Rahayu, J.(2025). The Influence Of Live Streaming, Influencer Marketing And Price Discounts On Impulse Purchases At Tiktok Shop In Jember Regency. Jurnal Ilmiah Akuntansi, Manajemen, Dan Ekonomi Islam, 8 (2). Https://Doi.Org/10.36085/Jamekis.V8i2.8083
Maulana, M., Novie, M., Muzdalifah, L. & Kamila, E. (2025). Pengaruh Live Streaming Dan Diskon Melalui Emosi Positif Terhadap Keputusan Pembelian Konsumen Brand Erigo Di Tiktok Shop. Jurnal Lentera Bisnis. 14. 1177-1192. Https://Doi.Org/10.34127/Jrlab.V14i2.1445.
Mehrabian, A., & Russell, J. A. (1974). The Basic Emotional Impact Of Environments. Perceptual And Motor Skills, 38(1), 283–301. Https://Doi.Org/10.2466/Pms.1974.38.1.283
Muliani, E., Anggriani, R., Yuliana, I., Delthan, S. H., & Assa’ady, M. C. U. (2025). The Influence Of Flash Sale And Live Streaming On Impulsive Purchases Mediated By Positive Emotions. Probisnis : Jurnal Manajemen, 16(2), 85–94. Retrieved From Https://Ejournal.Joninstitute.Org/Index.Php/Probisnis/Article/View/900
Murdiana, R., Abdinagoro, S. B., Setiawati, S., Lubis, A. L. P., & Rosalina, R. (2024). Online Shopping Culture And Internet Generation Consumer Behavior In Indonesia. International Student Conference On Business, Education, Economics, Accounting, And Management (ISC-BEAM), 1(1), 576–586. Https://Doi.Org/10.21009/Isc-Beam.011.40
Novyantari, N. P. W., Imbayani, I. G. A., & Prayoga, I. M. S. (2024). Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle Dan Self Control Terhadap Impulse Buying Pada Pengguna E-Commerce Tokopedia Di Denpasar. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 13(1), 83-88. Https://Doi.Org/10.31959/Jm.V13i1.2027
Nur Izzati, I. (2021). Pengaruh Positive Emotion Dan Hedonic Consumption Terhadap Impulse Buying Pada Flash Sale Shopee (Studi Pada Masyarakat Bangkinang Kota Kabupaten Kampar) (Doctoral Dissertation, Universi Tas Islam Negeri Sultan Syarif Kasim Riau).
Nurhaliza, P., & Kusumawardhani, A. (2023). Analisis Pengaruh Live Streaming Shopping, Price Discount, Dan Ease Of Payment Terhadap Impulse Buying (Studi Pada Pengguna Platform Media Sosial Tiktok Indonesia). Diponegoro Journal Of Management, 12(4). Retrieved From Https://Ejournal3.Undip.Ac.Id/Index.Php/Djom/Article/View/41763
Nurtanio, I. N., Bursan, R., Wiryawan, D., Listiana, I., & Maruf, C. (2022). The Influence Of Shopping Lifestyle And Hedonic Shopping Motivation On Impulse Buying In Bukalapak E-Commerce (Study On Bukalapak Consumers In Bandar Lampung). Journal Tafkirul Iqtishodiyyah, 2(2), 1-28. Https://Doi.Org/10.63761/10.63761/.2022.V2.I2.A36
Rahmania, K., Juniwati., Purmono, B. & Setiawan, H. (2023). The Effect Of Flash Sale On Online Impulse Buying Mediated By Positive Emotion In Shopee Users (Case Study On Gen Y). Himalayan Journal Of Economics And Business Management. 04. 1-6. Https://Doi.Org/10.47310/Hjebm.2023.V04i01.028.
Ratnasari, A. D., Dewi, R. S., & Prihatini, A. E. (2022). Pengaruh Karakteristik Produk Dan Sales Promotion Terhadap Impulse Buying Pada Generasi Z (Studi Pada Pengguna Shopee). Jurnal Ilmu Administrasi Bisnis, 11(3), 576-586. Https://Doi.Org/10.14710/Jiab.2022.35022
Riadi, E. (2016). Statistika Penelitian (Analisis Manual Dan IBM SPSS). Edisi 1. Yogyakarta: ANDI.
RRI. (2024). Indonesia Jadi Negara Pengguna Tiktok Terbanyak. Diakses Pada 13 November. Dari Https://Rri.Co.Id/Iptek/1053639/Indonesia-Jadi-Negara-Pengguna-Tiktok-Terbanyak
Shofia, I. (2023). Pengaruh Promosi Penjualan, Tampilan Produk Dan Emosi Positif Terhadap Perilaku Impulse Buying Pada Aplikasi Tiktok (Studi Pada Mahasiswa Angkatan 2019 Program Studi Ekonomi Syariah FEBI UIN Mataram) (Doctoral Dissertation, UIN Mataram).
Shofia, I. (2023). Pengaruh Promosi Penjualan, Tampilan Produk Dan Emosi Positif Terhadap Perilaku Impulse Buying Pada Aplikasi Tiktok (Studi Pada Mahasiswa Angkatan 2019 Program Studi Ekonomi Syariah FEBI UIN Mataram) (Doctoral Dissertation, UIN Mataram).
Simanjuntak, T. W., & Saputra, A. (2024). Pengaruh Brand Image, Content Influencer Dan Live Streaming Tiktok Terhadap Minat Beli Skincare Skintific Di Batam. Arus Jurnal Sosial Dan Humaniora, 4(2), 619-628. Https://Doi.Org/10.57250/Ajsh.V4i2.543
Sitinjak, V., Mustapita, A. F., & Bastomi, M. (2025). Pengaruh Content Marketing, Affiliate Marketing, Live Streaming terhadap Impulsive Buying Pada Pengguna Tiktok Shop-Tokopedia (Study Kasus Mahasiswa Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 210-221.
Sonu. (2023). The Role Of Social Media In Enhancing E-Commerce Sales. Universal Research Reports, 10(2), 112–117. Https://Doi.Org/10.36676/Urr.2023-V10i2-016
Suryadi, Samboro, J., & Rizky Y., (2023). Analisis Faktor Project Based Learning Melalui Grand Teori S-O-R Pada Manajemen Pemasaran. Jurnal Akuntansi Bisnis Dan Humaniora, 10(1). Https://Doi.Org/10.33795/Jabh.V10i1.4126
Utami, C. W. (2017). Manajemen Ritel: Strategi & Implementasi Operasional Bisnis Ritel. Bandung: Kencana.
Vashista, A., & Arora, M. (2023). Consumer Behaviour Towards Online And Traditional Shopping. International Journal Of Science And Research. Https://Doi.Org/10.21275/Sr23104153945
Wijaya, E., & Oktarina, Y. (2019). Faktor-Faktor Yang Mempengaruhi Impulse Buying Pada Hodshop Bengkulu. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 7(1), 10-22. Https://Doi.Org/10.37676/Ekombis.V7i1.696
Yunita, D. P., Junaidi, H., & Maulana, C. Z. (2025). The Influence Of Fashion Involvement And Shopping Lifestyle On Impulse Buying In Shopee E-Commerce With Positive Emotion As An Intervening Variable Among State University Students In Palembang City. Journal Of Economics And Development, 2(2), 11-22. Https://Doi.Org/10.70656/Jend.V2i2.437
Zakiyyah, A. M. (2018). Pengaruh Flash Sale Terhadap Pembelian Impulsif Online Pada Toko Online “Pulchragallery”. Jurnal Manajemen Dan Bisnis Indonesia, 4(1). Https://Doi.Org/10.32528/Jmbi.V4i1.1716
Zhao, W., Hu, F., Wang, J., Shu, T., & Xu, Y. (2023). A Systematic Literature Review On Social Commerce: Assessing The Past And Guiding The Future. Electronic Commerce Research And Applications, 57, 101219. Https://Doi.Org/10.1016/J.Elerap.2022.101219
License
Copyright (c) 2026 Ade Kafa Bih, M. Ridwan Basalamah, Mohamad Bastomi
This work is licensed under a Creative Commons Attribution 4.0 International License.
