Pengaruh Belanja Hedonik terhadap Pembelian Impulsif dengan Emosi Positif sebagai Mediasi pada TikTok Shop
DOI:
https://doi.org/10.61722/jaem.v3i3.11632Keywords:
Hedonic shopping, Impulse buying, PLS-SEM, Positive emotion, TikTok ShopAbstract
The rapid growth of social commerce has created a shopping environment that combines entertainment, promotion, and direct transaction features. This study examines the effect of hedonic shopping value on impulse buying, with positive emotion as a mediating variable among TikTok Shop consumers in East Kalimantan. The research used a quantitative causal-associative design. Primary data were collected through an online questionnaire distributed to 100 respondents who were at least 17 years old, domiciled in East Kalimantan, active TikTok Shop users, and had made purchases within the last three months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model met the criteria of convergent validity, discriminant validity, and construct reliability. The structural model showed that hedonic shopping had a positive and significant effect on positive emotion and impulse buying. However, positive emotion had a negative and insignificant effect on impulse buying and did not mediate the relationship between hedonic shopping and impulse buying. These findings indicate that impulse buying on TikTok Shop is driven more directly by hedonic shopping experiences than by positive emotional responses. The study implies that sellers and platform managers should design enjoyable, interactive, and promotional shopping experiences while also considering consumer control and ethical marketing practices.
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