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Nugraha, Y. D., Permana, R. M. T., ., A., & Hadiarti, D. (2023). Impulsive Purchase Behaviour of Muslim Women on TikTok Shop: Findings from West Java. KnE Social Sciences, 8(18), 862–878. https://doi.org/10.18502/kss.v8i18.14291

https://doi.org/10.18502/kss.v8i18.14291

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authors

  • Yudha Dwi Nugraha

    Yudha Dwi Nugraha

    Department of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia
    https://orcid.org/0000-0002-9992-4777
  • Rezi Muhamad Taufik Permana

    Rezi Muhamad Taufik Permana

    Department of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia
  • Azib .

    Azib .

    Department of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia
  • Deno Hadiarti

    Deno Hadiarti

    Department of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia

Published Date

  • Oct 30, 2023

Impulsive Purchase Behaviour of Muslim Women on TikTok Shop: Findings from West Java

KnE Social Sciences / 5th Social and Humaniora Research Symposium (5th SoRes) / Pages 862–878

Abstract

This study employs the S-O-R Framework to investigate the factors influencing browsing and impulsive consumption of cosmetic products among Muslim women on TikTok Shop. The primary focus of this investigation is to understand impulsive buying behavior among Muslim women customers in Indonesia. The findings of this research offer valuable insights to companies and cosmetic brands seeking to enhance their marketing strategies for stimulating impulsive behavior among Muslim women customers on TikTok Shop. To gather data, an online survey was conducted, involving 100 Muslim women consumers. Covariance-based structural equation modeling was utilized to assess two hypotheses. The results indicate that store promotion has a positive and significant relationship with hedonic browsing. Additionally, hedonic browsing was found to have a positive and significant effect on impulse purchase behavior. The implications of these findings for managers and scholars are further discussed.


Keywords: store promotion, hedonic browsing, impulse purchase behavior

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