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/gabs.v1i4.3467
Published: Sep 19, 2025

Abstract:

Purpose: This study aimed to analyze the effects of sales promotion and hedonic shopping motivation on impulse buying behavior and its subsequent impact on customer loyalty among TikTok Shop fashion product buyers in Indonesia. This study seeks to understand how sales incentives and emotional shopping drives foster unplanned purchases that strengthen long-term customer relationships.

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

Results: The findings indicate that both sales promotion and hedonic shopping motivation significantly influence impulse buying behavior. In turn, impulse buying positively and significantly contributes to customer loyalty. Sales promotions also directly enhance loyalty, while hedonic motivation demonstrates both direct and indirect effects through impulse buying. The model achieved strong predictive relevance, with R ² values of 0.459 for impulse buying and 0.415 for customer loyalty.

Conclusions: Sales promotions and hedonic motivations play crucial roles in shaping impulsive purchase tendencies, which increase customer loyalty. The TikTok Shop benefits from strategic promotions and the emotional appeal of shopping experiences to retain customers in a competitive social commerce landscape.

Limitations: This study focused only on fashion product buyers within the TikTok Shop in Indonesia, limiting generalization to other product categories or platforms.

Contribution: This study contributes to the e-commerce and consumer behavior literature by integrating hedonic and promotional factors with loyalty outcomes, offering managerial insights for optimizing digital marketing strategies.

Keywords:
1. Customer Loyalty
2. Hedonic Shopping Motivation
3. Impulse Buying
4. Sales Promotion
5. 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. Global Academy of Business Studies, 1(4), 281–296. https://doi.org/10.35912/gabs.v1i4.3467
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 1 No. 4 (2025): April
Articles
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), 459-472. doi:https://doi.org/10.35912/ijfam.v5i4.1718

    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. doi:https://doi.org/10.35912/ahrmr.v4i1.1806

    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. doi:https://doi.org/10.35912/jshe.v5i1.2318

    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. doi:https://doi.org/10.1108/EBR-11-2018-0203

    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., & 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. Adv. Int. J. Business, Entrep. SMEs, 3(9), 265-276. doi:https://DOI:10.35631/AIJBES.39018.

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

    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. doi:https://doi.org/10.21580/jdmhi.2020.2.2.6283

    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. doi:http://dx.doi.org/10.33087/ekonomis.v6i2.567

    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. J., Tampi, J. R., & Mukuan, D. D. (2019). Pengaruh hedonic shopping motives dan promosi penjualan terhadap impulse buying konsumen di matahari department store manado town square. Jurnal Administrasi Bisnis (JAB), 8(2), 113-120. doi:https://doi.org/10.35797/jab.v8.i2.113-120

    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. doi:https://doi.org/10.54443/sinomika.v1i5.563

    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. doi:https://doi.org/10.7777/jiemar.v2i4.168

    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). doi:http://dx.doi.org/10.52353/ama.v14i1.206

    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. doi:https://doi.org/10.35912/joste.v5i3.2242

    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. doi:https://doi.org/10.31295/ijbem.v3n1.114

    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. (2020). International Trade Promotion Methods for SMEs in Low and Lower-Middle Income economies. International Journal of Financial, Accounting, and Management, 1(3), 131-145. doi:https://doi.org/10.35912/ijfam.v1i3.108

    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. doi:https://doi.org/10.61567/jmmib.v1i1.2

    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. doi:https://doi.org/10.24815/jimen.v4i4.13279

    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. doi:https://doi.org/10.35912/ijfam.v2i3.257

  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), 459-472. doi:https://doi.org/10.35912/ijfam.v5i4.1718
  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. doi:https://doi.org/10.35912/ahrmr.v4i1.1806
  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. doi:https://doi.org/10.35912/jshe.v5i1.2318
  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. doi:https://doi.org/10.1108/EBR-11-2018-0203
  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., & 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. Adv. Int. J. Business, Entrep. SMEs, 3(9), 265-276. doi:https://DOI:10.35631/AIJBES.39018.
  15. Latan, H., & Ghozali, I. (2017). Partial Least Squares with WarpPLS 5.0.
  16. Mowen, J. C., & Minor, M. (2002). Perilaku konsumen. Jakarta: Erlangga, 90, 16-38.
  17. 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.
  18. 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. doi:https://doi.org/10.21580/jdmhi.2020.2.2.6283
  19. 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. doi:http://dx.doi.org/10.33087/ekonomis.v6i2.567
  20. 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
  21. Poluan, F. J., Tampi, J. R., & Mukuan, D. D. (2019). Pengaruh hedonic shopping motives dan promosi penjualan terhadap impulse buying konsumen di matahari department store manado town square. Jurnal Administrasi Bisnis (JAB), 8(2), 113-120. doi:https://doi.org/10.35797/jab.v8.i2.113-120
  22. 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.
  23. 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. doi:https://doi.org/10.54443/sinomika.v1i5.563
  24. 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. doi:https://doi.org/10.7777/jiemar.v2i4.168
  25. 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). doi:http://dx.doi.org/10.52353/ama.v14i1.206
  26. 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. doi:https://doi.org/10.35912/joste.v5i3.2242
  27. 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. doi:https://doi.org/10.31295/ijbem.v3n1.114
  28. Sekaran, U., & Bougie, R. (2017). Metode penelitian bisnis edisi 6 buku 2. Jakarta: Salemba Empat.
  29. Siregar, S. (2023). Statistik Parametrik untuk Penelitian Kuantitatif: Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS Versi 17: Bumi Aksara.
  30. Smith, J. S. (2020). International Trade Promotion Methods for SMEs in Low and Lower-Middle Income economies. International Journal of Financial, Accounting, and Management, 1(3), 131-145. doi:https://doi.org/10.35912/ijfam.v1i3.108
  31. 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. doi:https://doi.org/10.61567/jmmib.v1i1.2
  32. Sugiyono, S. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Bandung: CV. Alfabeta.
  33. Sujarweni, V. W. (2015). Metodologi penelitian bisnis & ekonomi: Yogyakarta: Pustaka baru press.
  34. 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. doi:https://doi.org/10.24815/jimen.v4i4.13279
  35. Wirakanda, G. G., & Pardosi, A. (2020). Pengaruh Sales Promotion terhadap keputusan pembelian (studi kasus di Blibli. com). Pro Mark, 10(1).
  36. Yeboah, S. A. (2020). Modelling inflation-interest rate nexus for Ghana. International Journal of Financial, Accounting, and Management, 2(3), 227-241. doi:https://doi.org/10.35912/ijfam.v2i3.257