A Dual-Factor Analysis of Impulsive Purchasing Among Fteks Students on TikTok Shop: With Positive Emotions as A Moderator
DOI:
https://doi.org/10.35870/ijmsit.v6i1.7197Keywords:
Sales Promotion, Electronic Word of Mouth (E-WOM), Positive Emotion, Impulsive Buying, TikTok ShopAbstract
This study examines the effect of sales promotion and Electronic Word of Mouth (E-WOM) on impulsive buying behavior among FTEKS students at Universitas Muhammadiyah Muara Bungo, with positive emotion as a moderating variable. A quantitative approach was employed using a survey method. Data were collected from 247 respondents through purposive sampling and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that sales promotion and positive emotion significantly influence impulsive buying behavior, while E-WOM has no significant effect. Positive emotion also significantly moderates the relationship between sales promotion and impulsive buying with a weakening effect, but does not moderate the relationship between E-WOM and impulsive buying. These findings contribute to the development of Stimulus-Organism-Response (SOR) theory in the context of social commerce and provide practical implications for digital marketing strategies on TikTok Shop.
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Copyright (c) 2026 Reza Febrina Agustin, Delyardi Nur, Rita Zunarti
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