The Influence of Hedonic Shopping Motivation, Shopping Lifestyle, and Positive Emotion on Impulse Buying of Beauty Products on Tiktok Shop

Fajrinnisa Ismail; Budi Suryowati

doi:10.38035/gmbr.v2i2.750

Authors

Fajrinnisa Ismail Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia
Budi Suryowati Department of Management, Faculty of Economics, Business, and Humanities, Universitas Trilogi, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/gmbr.v2i2.750

Keywords:

Hedonic Shopping Motivation, Shopping Lifestyle, Positive Emotion, Impulse Buying

Abstract

This study aims to analyze the influence of hedonic shopping motivation, shopping lifestyle, and positive emotion on impulse buying of beauty products on TikTok Shop. The study employs a quantitative approach using a descriptive method. Primary data were obtained through an online questionnaire distributed to 200 consumers of beauty products on TikTok Shop who had made a purchase within the last three months, selected using purposive sampling with the Lemeshow formula. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the aid of SmartPLS 4.0 software, covering evaluation of the outer model (convergent validity, discriminant validity, and reliability) and the inner model (R-square and path coefficients). The results indicate that hedonic shopping motivation, shopping lifestyle, and positive emotion each have a positive and significant influence on impulse buying of beauty products on TikTok Shop, with the three variables jointly explaining 81.5% of the variance in impulse buying. These findings suggest that psychological and lifestyle-related factors play a central role in driving unplanned purchases on social-commerce platforms, offering practical implications for beauty brands designing marketing strategies on TikTok Shop.

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