The effect of sales promotion and hedonic shopping motivation on impulse buying behavior and the impact to customer loyalty in social commerce TikTok shop

https://doi.org/10.35912/jomabs.v2i2.2686
Published: Jan 24, 2025

Abstract:

Purpose: TikTok Shop was launched with the aim of helping small and medium businesses in Indonesia develop their business digitally. Since its launch, TikTok Shop has been committed to becoming a platform that can be used by local business owners, especially SMEs, to develop their businesses on digital platforms. TikTok Shop has become the most popular social commerce platform in Indonesia, with 45% of Indonesians using it to shop. However, because of the large number of TikTok Shop users, this has resulted in an increase in impulse buying which has become a positive value for the company from China. TikTok is widely used by teenagers aged 10-25 years. At this age, it is very suitable to be a marketing target for the products being promoted. The most popular products on TikTok Shop are fashion products. Several factors that encourage impulse buying at TikTok Shop are consumer character and lifestyle, price perception, motivation, promotions, discounts, and positive emotions that influence spontaneous purchasing decisions. The influence of promotions and preference purchasing motivation can influence customer impulse buying behavior and will lead to customer loyalty. This research aims to determine whether there is a significant influence on sales promotion and hedonic shopping motivation of fashion product buyers on impulse buying behavior which can have an impact on customer loyalty and a simultaneous influence between these variables on buyers in the Tiktok Shop marketplace.

Research Methodology: Quantitative method used in this study with individual analysis units, data collection was done through a questionnaire with a valid sample of 400 respondents. Data analysis techniques use the Structural Equation Model (SEM) and Partial Least Squares (PLS) using the SmartPLS 4.0 application.

Keywords:
1. Sales promotion
2. Hedonic Shopping Motivation
3. Customer Loyalty Impulse Buying
4. TikTok Shop
Authors:
1 . Maulana Malik Ibrahim
Telkom University, Indonesia
2 . Maya Ariyanti
Telkom University, Indonesia
3 . Dedi Iskamto
Telkom University, Indonesia
View PDF
How to Cite
Ibrahim, M. M., Ariyanti, M., & Iskamto, D. (2025). The effect of sales promotion and hedonic shopping motivation on impulse buying behavior and the impact to customer loyalty in social commerce TikTok shop. Journal of Multidisciplinary Academic Business Studies, 2(2), 399–415. https://doi.org/10.35912/jomabs.v2i2.2686
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 2 No. 2 (2025): February
Articles
Creative Commons License

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

References

    Abdillah, W., & Hartono, J. (2015). Partial least square (PLS) : alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Andi.

    Abu, S. E. (2024). Audit committee characteristics and firm financial performance of quoted industrial goods firms in Nigeria. International Journal of Financial, Accounting, and Management, 5(4), 445-458.

    Ameliah, A. D., & Jatnika, R. (2024). Descriptive Study of College Student’s Career Adaptability with An Internship Experience. Annals of Human Resource Management Research, 4(1), 1-11.

    Anzari, M., Ikhwan, M., & Syukriah, S. (2024). Inclusive development in rural Indonesia: Actualizing disability rights in Lheu Eu Village. Journal of Social, Humanity, and Education, 5(1), 23-35.

    Blumberg, B., Cooper, D., & Schindler, P. (2014). EBOOK: Business research methods: McGraw Hill.

    Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee. Jurnal Akuntansi Dan Manajemen, 17(2), 22-31.

    Gitosudarmo, I. (2015). Manajemen Pemasaran Edisi Ke-2 Cetakan Ke-6. Yogyakarta: BPFE.

    Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.

    Haryono, S. (2017). Metode SEM untuk Penelitian Manajemen: AMOS, LISREL. PLS. PT. Luxima Metro Media.

    Indrawan, R., & Yaniawati, P. (2016). Metodologi penelitian kuantitatif, kualitatif, dan campuran. Revisi. Nurul Farah Atif (ed.). Bandung, Refika Aditama.

    Indrawati, P. D. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.

    Kempa, S., Vebrian, K., & Bendjeroua, H. (2020). Sales promotion, hedonic shopping value, and impulse buying on online consumer websites. SHS Web of Conferences.

    Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management: Pearson Education.

    Kuncoro, H. A. D. P., & Kusumawati, N. (2021). a Study of Customer Preference, Customer Perceived Value, Sales Promotion, and Social Media Marketing Towards Purchase Decision of Sleeping Product in Generation Z. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME'S (AIJBES), 3(9), 265-276.

    Latan, H., & Ghozali, I. (2017). Partial Least Squares with WarpPLS 5.0.

    Lichauco, T. A. N. B. (2022). Sustainable resort-related tourism growth: Identifying challenges and opportunities in Montalban, Rizal. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 217-233.

    Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Jakarta: Erlangga, 90, 16-38.

    Mursalin, R., Pramesti, D. A., & Bachtiar, N. K. (2022). Pengaruh Promosi Penjualan, Electronic Word Of Mouth, Hedonic Shopping Motivation Terhadap Impulse Buying. Paper presented at the UMMagelang Conference Series.

    Nurudin, N. (2020). Analysis of the effect of visual merchandising, store atmosphere and sales promotion on impulse buying behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167-177.

    Nuryani, S., Pattiwael, W. P., & Iqbal, M. (2022). Analisis Faktor-faktor yang Mempengaruhi Pembelian Impulsif pada Pengguna Aplikasi Tiktokshop. Ekonomis: Journal of Economics and Business, 6(2), 444-451.

    Pahlevi, R. (2022). Ini Sederet Promo yang Jadi Favorit Konsumen di E-Commerce. Retrieved from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/cd9a9aef98042b3/ini-sederet-promo-yang-jadi-favorit-konsumen-di-e-commerce

    Poluan, F., Tampi, J., & Mukuan, D. (2019). The Influence Of Hedonic Shopping Motives And Sales Promotion On Consumer Impulse Buying At Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 8(2), 113.

    Prasetyo, W., Yulianto, E., & Kumadji, S. (2016). Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Matahari Department Store Malang Town Square). Brawijaya University.

    Pratama, V., Nugroho, A. A., & Yusnita, M. (2023). Pengaruh hedonic shopping motives dan social media product browsing terhadap online impulse buying produk fashion pada Gen-Z di Pangkalpinang. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(5), 1057-1074.

    Purwanto, A., & Sudargini, Y. (2021). Partial least squares structural squation modeling (PLS-SEM) analysis for social and management research: a literature review. Journal of Industrial Engineering & Management Research, 2(4), 114-123.

    Putri, Y. M., Utomo, H., & Mar'ati, F. S. (2021). Pengaruh Kualitas Pelayanan, Lokasi, Harga Dan Digital Marketing Terhadap Loyalitas Konsumen Di Grand Wahid Hotel Salatiga. Among Makarti, 14(1).

    Salubre, P. L. R., Bahalla, J. L., & Almagro, R. E. (2024). Psychological capital of employee and innovativeness of Small and Medium-Sized Enterprises (SMEs). Journal of Sustainable Tourism and Entrepreneurship, 5(3), 203-223.

    Sari, D. M. F. P., & Pidada, I. A. I. (2019). Hedonic shopping motivation, shopping lifestyle, price reduction toward impulse buying behavior in shopping center. International Journal of Business, Economics and Management, 3(1), 48-54.

    Sekaran, U., & Bougie, R. (2017). Metode penelitian bisnis edisi 6 buku 2. Jakarta: Salemba Empat.

    Siregar, S. (2023). Statistik Parametrik untuk Penelitian Kuantitatif: Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS Versi 17: Bumi Aksara.

    Smith, J. S. (2019). International trade promotion methods for SMEs in low and lower-middle-income economies. International Journal of Financial, Accounting, and Management, 1(3), 131-145.

    Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 1(1), 11-25.

    Sugiyono, S. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Bandung: CV. Alfabeta.

    Sujarweni, V. W. (2015). Metodologi penelitian bisnis & ekonomi: Yogyakarta: Pustaka baru press.

    Syafri, H., & Besra, E. (2019). Pengaruh Hedonic Shopping Motivation, Store Atmosphere Dan Sales Promotion Terhadap Impulse Buying (Survey: Pada Konsumen Kosmetik Transmart Kota Padang). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(4), 786-802.

    Wirakanda, G. G., & Pardosi, A. (2020). Pengaruh Sales Promotion terhadap keputusan pembelian (studi kasus di Blibli. com). Pro Mark, 10(1).

    Yeboah, S. A. (2020). Modelling inflation-interest rate nexus for Ghana. International Journal of Financial, Accounting, and Management, 2(3), 227-241.

  1. Abdillah, W., & Hartono, J. (2015). Partial least square (PLS) : alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Andi.
  2. Abu, S. E. (2024). Audit committee characteristics and firm financial performance of quoted industrial goods firms in Nigeria. International Journal of Financial, Accounting, and Management, 5(4), 445-458.
  3. Ameliah, A. D., & Jatnika, R. (2024). Descriptive Study of College Student’s Career Adaptability with An Internship Experience. Annals of Human Resource Management Research, 4(1), 1-11.
  4. Anzari, M., Ikhwan, M., & Syukriah, S. (2024). Inclusive development in rural Indonesia: Actualizing disability rights in Lheu Eu Village. Journal of Social, Humanity, and Education, 5(1), 23-35.
  5. Blumberg, B., Cooper, D., & Schindler, P. (2014). EBOOK: Business research methods: McGraw Hill.
  6. Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). Pengaruh Promosi Penjualan, Electronic Word of Mouth dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif pada Aplikasi Shopee. Jurnal Akuntansi Dan Manajemen, 17(2), 22-31.
  7. Gitosudarmo, I. (2015). Manajemen Pemasaran Edisi Ke-2 Cetakan Ke-6. Yogyakarta: BPFE.
  8. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
  9. Haryono, S. (2017). Metode SEM untuk Penelitian Manajemen: AMOS, LISREL. PLS. PT. Luxima Metro Media.
  10. Indrawan, R., & Yaniawati, P. (2016). Metodologi penelitian kuantitatif, kualitatif, dan campuran. Revisi. Nurul Farah Atif (ed.). Bandung, Refika Aditama.
  11. Indrawati, P. D. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.
  12. Kempa, S., Vebrian, K., & Bendjeroua, H. (2020). Sales promotion, hedonic shopping value, and impulse buying on online consumer websites. SHS Web of Conferences.
  13. Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management: Pearson Education.
  14. Kuncoro, H. A. D. P., & Kusumawati, N. (2021). a Study of Customer Preference, Customer Perceived Value, Sales Promotion, and Social Media Marketing Towards Purchase Decision of Sleeping Product in Generation Z. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME'S (AIJBES), 3(9), 265-276.
  15. Latan, H., & Ghozali, I. (2017). Partial Least Squares with WarpPLS 5.0.
  16. Lichauco, T. A. N. B. (2022). Sustainable resort-related tourism growth: Identifying challenges and opportunities in Montalban, Rizal. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 217-233.
  17. Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Jakarta: Erlangga, 90, 16-38.
  18. Mursalin, R., Pramesti, D. A., & Bachtiar, N. K. (2022). Pengaruh Promosi Penjualan, Electronic Word Of Mouth, Hedonic Shopping Motivation Terhadap Impulse Buying. Paper presented at the UMMagelang Conference Series.
  19. Nurudin, N. (2020). Analysis of the effect of visual merchandising, store atmosphere and sales promotion on impulse buying behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167-177.
  20. Nuryani, S., Pattiwael, W. P., & Iqbal, M. (2022). Analisis Faktor-faktor yang Mempengaruhi Pembelian Impulsif pada Pengguna Aplikasi Tiktokshop. Ekonomis: Journal of Economics and Business, 6(2), 444-451.
  21. Pahlevi, R. (2022). Ini Sederet Promo yang Jadi Favorit Konsumen di E-Commerce. Retrieved from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/cd9a9aef98042b3/ini-sederet-promo-yang-jadi-favorit-konsumen-di-e-commerce
  22. Poluan, F., Tampi, J., & Mukuan, D. (2019). The Influence Of Hedonic Shopping Motives And Sales Promotion On Consumer Impulse Buying At Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 8(2), 113.
  23. Prasetyo, W., Yulianto, E., & Kumadji, S. (2016). Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Matahari Department Store Malang Town Square). Brawijaya University.
  24. Pratama, V., Nugroho, A. A., & Yusnita, M. (2023). Pengaruh hedonic shopping motives dan social media product browsing terhadap online impulse buying produk fashion pada Gen-Z di Pangkalpinang. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi, 1(5), 1057-1074.
  25. Purwanto, A., & Sudargini, Y. (2021). Partial least squares structural squation modeling (PLS-SEM) analysis for social and management research: a literature review. Journal of Industrial Engineering & Management Research, 2(4), 114-123.
  26. Putri, Y. M., Utomo, H., & Mar'ati, F. S. (2021). Pengaruh Kualitas Pelayanan, Lokasi, Harga Dan Digital Marketing Terhadap Loyalitas Konsumen Di Grand Wahid Hotel Salatiga. Among Makarti, 14(1).
  27. Salubre, P. L. R., Bahalla, J. L., & Almagro, R. E. (2024). Psychological capital of employee and innovativeness of Small and Medium-Sized Enterprises (SMEs). Journal of Sustainable Tourism and Entrepreneurship, 5(3), 203-223.
  28. Sari, D. M. F. P., & Pidada, I. A. I. (2019). Hedonic shopping motivation, shopping lifestyle, price reduction toward impulse buying behavior in shopping center. International Journal of Business, Economics and Management, 3(1), 48-54.
  29. Sekaran, U., & Bougie, R. (2017). Metode penelitian bisnis edisi 6 buku 2. Jakarta: Salemba Empat.
  30. Siregar, S. (2023). Statistik Parametrik untuk Penelitian Kuantitatif: Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS Versi 17: Bumi Aksara.
  31. Smith, J. S. (2019). International trade promotion methods for SMEs in low and lower-middle-income economies. International Journal of Financial, Accounting, and Management, 1(3), 131-145.
  32. Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 1(1), 11-25.
  33. Sugiyono, S. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Bandung: CV. Alfabeta.
  34. Sujarweni, V. W. (2015). Metodologi penelitian bisnis & ekonomi: Yogyakarta: Pustaka baru press.
  35. Syafri, H., & Besra, E. (2019). Pengaruh Hedonic Shopping Motivation, Store Atmosphere Dan Sales Promotion Terhadap Impulse Buying (Survey: Pada Konsumen Kosmetik Transmart Kota Padang). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(4), 786-802.
  36. Wirakanda, G. G., & Pardosi, A. (2020). Pengaruh Sales Promotion terhadap keputusan pembelian (studi kasus di Blibli. com). Pro Mark, 10(1).
  37. Yeboah, S. A. (2020). Modelling inflation-interest rate nexus for Ghana. International Journal of Financial, Accounting, and Management, 2(3), 227-241.