Impulsive Purchase Behaviour of Muslim Women on TikTok Shop: Findings from West Java
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
 Dwivedi YK, Kapoor KK, Chen H. Social media marketing and advertising. Marketing Review. 2015;15(3):289–309.
 Alalwan AA, Rana NP, Dwivedi YK, Algharabat R. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics. 2017;34(7):1177– 1190.
 Kapoor KK, Tamilmani K, Rana NP, Patil P, Dwivedi YK, Nerur S. Advances in social media research: Past, present and future. Information Systems Frontiers. 2018;20(3):531–558.
 Wu L, Chiu ML, Chen KW. Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management. 2020;52:102099.
 Wu L, Chen KW, Chiu ML. Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management. 2016;36(3):284–296.
 Zheng X, Men J, Yang F, Gong X. Understanding impulse buying in mobile commerce: an investigation into hedonic and utilitarian browsing. International Journal of Information Management. 2019;48:151–160.
 Lim PL, Yazdanifard R. What internal and external factors influence impulsive buying behavior in online shopping? Global Journal of Management and Business Research. 2015.
 Optinmonster, “Online Shopping Statistics You Need to Know in 2022,” 2020. [Online]. Available: https://optinmonster.com/online-shopping-statistics/. [Accessed: 20-Jan-2022].
 Liputan6.com. Pengguna Internet di Jabar Capai 35,1 Juta. Berkah Bagi Ekonomi Digital; 2022.
 Wang Y. Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior. 2020;110:106373.
 Wright C. Are beauty bloggers more influential than traditional industry experts? Journal of Promotional Communications. 2017;5(3).
 Smesco, “10 Juta Pengguna Aktif TikTok di Indonesia Menjadi Target Market Yang Bagus untuk Memasarkan Produk UKM,” 2021. [Online]. Available: https://smesco.go.id/berita/program-maju-bareng-tiktok. [Accessed: 27-Jan- 2022].
 Phonearena, “TikTok, seeking advertisers, reveals info about its subscribers and how they use the app,” 2021. [Online]. Available: https://www.phonearena.com/news/tiktok-reveals-data-on-its-usersdemographics_ id131527. [Accessed: 23-Jan-2022].
 Shopify, “Scaling social commerce: Shopify introduces new in-app shopping experiences on TikTok,” 2021. [Online]. Available: https://news.shopify.com/scalingsocial- commerce-shopify-introduces-new-in-app-shopping-experiences-on-tiktok. [Accessed: 27-Jan-2022].
 Al-Zyoud MF. Does social media marketing enhance impulse purchasing among female customers case study of Jordanian female shoppers. Journal of Business and Retail Management Research. 2018;13(2). https://doi.org/10.24052/JBRMR/V13IS02/ART-13.
 Chen H. College-aged young consumers’ perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising. 2018;39(1):22–36.
 Djafarova E, Bowes T. ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services. 2021;59:102345.
 Mehrabian A, Russell JA. An Approach to Environmental Psychology. Cambridge (MA): MIT Press; 1974.
 Ortiz Alvarado NB, Rodríguez Ontiveros M, Quintanilla Domínguez C. Exploring emotional well-being in Facebook as a driver of impulsive buying: a cross-cultural approach. Journal of International Consumer Marketing. 2020;32(5):400–415.
 Leong LY, Jaafar NI, Ainin S. The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce. Computers in Human Behavior. 2018;78:160– 173.
 Xiang L, Zheng X, Lee MK, Zhao D. Exploring consumers’ impulse buying behavior on social commerce platform: the role of parasocial interaction. International Journal of Information Management. 2016;36(3):333–347.
 Russell JA, Pratt G. A description of the affective quality attributed to environments. Journal of Personality and Social Psychology. 1980;38(2):311–322.
 Chan TK, Cheung CM, Lee ZW. The state of online impulse-buying research: A literature analysis. Information & Management. 2017;54(2):204–217.
 Sherman E, Mathur A, Smith RB. Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology & Marketing. 1997;14(4):361–378.
 Floh A, Madlberger M. The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications. 2013;12(6):425–439.
 Grosso M, Castaldo S, Grewal A. How store attributes impact shoppers’ loyalty in emerging countries: an investigation in the Indian retail sector. Journal of Retailing and Consumer Services. 2018;40:117–124.
 Lo LY, Lin SW, Hsu LY. Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management. 2016;36(5):759–772.
 Stern H. The Significance of Impulse Buying Today. Journal of Marketing. 1962;26(2):59–62.
 Chang HJ, Yan RN, Eckman M. Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management. 2014;42(4):298–314.
 Iyer GR, Blut M, Xiao SH, Grewal D. Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science. 2020;48(3):384–404.
 Kaveh A, Nazari M, van der Rest JP, Mira SA. Customer engagement in sales promotion. Marketing Intelligence & Planning. 2020.
 Roggeveen AL, Grewal D, Schweiger EB. The DAST framework for retail atmospherics: the impact of in-and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing. 2020;96(1):128–137.
 Bloch PH, Sherrell DL, Ridgway NM. Consumer search: an extended framework. Journal of Consumer Psychology. 1986;13(1):119–126.
 Moe WW. Buying, searching, or browsing: differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology. 2003;13(1– 2):29–39.
 Huang LT. Flow and social capital theory in online impulse buying. Journal of Business Research. 2016;69(6):2277–2283.
 Bloch PH, Ridgway NM, Sherrell DL. Extending the concept of shopping: an investigation of browsing activity. Journal of the Academy of Marketing Science. 1989;17(1):13–21.
 Beatty SE, Ferrell ME. Impulse buying: modeling its precursors. Journal of Retailing. 1998;74(2):169–191.
 Novak TP, Hoffman DL, Duhachek A. The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology. 2003;13(1– 2):3–16.
 Atulkar S, Kesari B. Impulse buying: A consumer trait prospective in context of central India. Global Business Review. 2018;19(2):477–493.
 Chandukala SR, Dotson JP, Liu Q. An assessment of when, where and under what conditions in-store sampling is most effective. Journal of Retailing. 2017;93(4):493– 506.
 Nagadeepa C, Selvi JT, Pushpa A. Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences and Education. 2015;4(1):116–124.
 Das G, Kumar RV. Impact of Sales Promotion on buyer behaviour: an empirical study of Indian retail customers. Journal of Management. 2009;3(1):11–24.
 Abratt R, Goodey SD. Unplanned buying and in-store stimuli in supermarkets. MDE Managerial and Decision Economics. 1990;11(2):111–121.
 Sun H, Zhang P. A Critical Survey and a Research Model. Volume 295. Humancomputer Interaction and Management Information Systems: Foundations; 2006.
 Mohan G, Sivakumaran B, Sharma P. Impact of store environment on impulse buying behavior. European Journal of Marketing. 2013;47(10):1711–1732.
 Adelaar T, Chang S, Lancendorfer KM, Lee B, Morimoto M. Effects of media formats on emotions and impulse buying intent. Journal of Information Technology. 2003;18(4):247–266.
 Verhagen T, Van Dolen W. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management. 2011;48(8):320–327.
 Kimiagari S, Malafe NS. The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services. 2021;61:102567.
 Malhotra NK. Basic Marketing Research: Pearson New. International Edition. Pearson Education Limited; 2014.
 Statistik BP. “Pertumbuhan Produksi IBS Tahun 2019 Naik 4,01 Persen dibandingkan Tahun 2018” 2020.
 Shukla P, Banerjee M. The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences. Journal of Consumer Behaviour. 2014;13(4):242–250.
 Park EJ, Kim EY, Funches VM, Foxx W. Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research. 2012;65(11):1583–1589.
 Joshi A, Kale S, Chandel S, Pal DK. Likert scale: Explored and explained. British Journal of Applied Science and Technology. 2015;7(4):396–403.
 Kavota JK, Kamdjoug JR, Wamba SF. Social media and disaster management: Case of the north and south Kivu regions in the Democratic Republic of the Congo. International Journal of Information Management. 2020;52:102068.
 Qureshi I, Compeau D. Assessing between-group differences in information systems research: A comparison of covariance-and component-based SEM. Management Information Systems Quarterly. 2009;33(1):197–214.
 Hair JF, Hult GT, Ringle CM, Sarstedt M, Thiele KO. Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science. 2017;45(5):616–632.
 Fornell C, Larcker DF. structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research. 1981;18(3):382–388.
 Chin WW. “The partial least squares approach to structural equation modeling,” Modern Methods for Business Research. 1998;295(2):295–336.
 Hair J, Black W, Babin B, Anderson R. “Multivariate data analysis: A Global Perspective,” Multivariate Data Analysis: A Global Perspective, 2010.
 Foroughi A, Buang NA, Senik ZC, Hajmisadeghi RS. Impulse buying behavior and moderating role of gender among Iranian shoppers. Journal of Basic and Applied Scientific Research. 2013;3(4):760–769.
 Zhang KZ, Xu H, Zhao S, Yu Y. Online reviews and impulse buying behavior: The role of browsing and impulsiveness. Internet Research. 2018;28(3):522–543.