Published: 2026-05-29
A Dual-Factor Analysis of Impulsive Purchasing Among Fteks Students on TikTok Shop: With Positive Emotions as A Moderator
DOI: 10.35870/ijmsit.v6i1.7197
Abstract
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.
Keywords
Sales Promotion; Electronic Word of Mouth (E-WOM); Positive Emotion; Impulsive Buying; TikTok Shop
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 6 No. 1 (2026)
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Section: Articles
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Published: 2026-05-29
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/ijmsit.v6i1.7197
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Reza Febrina Agustin, Universitas Muhammadiyah Muara Bungo
Digital Business Study Program, Faculty of Health Technology and Science, Universitas Muhammadiyah Muara Bungo, Bungo Regency, Jambi Province, Indonesia,
Delyardi Nur, Universitas Fort de Kock
Digital Business Study Program, Faculty of Economics and Business, Universitas Fort de Kock, Bukittinggi City, West Sumatra Province, Indonesia
Rita Zunarti, Universitas Muhammadiyah Muara Bungo
Digital Business Study Program, Faculty of Health Technology and Science, Universitas Muhammadiyah Muara Bungo, Bungo Regency, Jambi Province, Indonesia,
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