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A Dual-Factor Analysis of Impulsive Purchasing Among Fteks Students on TikTok Shop: With Positive Emotions as A Moderator

  • Reza Febrina Agustin1*
  • Delyardi Nur2
  • Rita Zunarti3
1,3 Universitas Muhammadiyah Muara Bungo image/svg+xml
2 Universitas Fort de Kock image/svg+xml
* Corresponding Author: Reza Febrina Agustin

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

How to Cite

Citation Format
Agustin, R. F., Nur, D., & Zunarti, R. (2026). A Dual-Factor Analysis of Impulsive Purchasing Among Fteks Students on TikTok Shop: With Positive Emotions as A Moderator. International Journal of Management Science and Information Technology, 6(1), 644-655. https://doi.org/10.35870/ijmsit.v6i1.7197

References

13 References
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Author Biographies

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,

License

Copyright (c) 2026 Reza Febrina Agustin, Delyardi Nur, Rita Zunarti

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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