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All Journal Journal of Governance, Taxation, and Auditing Jurnal manajemen dan bisnis (Performa)
I Gusti Ayu Agung Istri Sari Dewi
Warmadewa University
Economics, Econometrics & Finance

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DETERMINANTS OF IMPULSIVE BUYING BEHAVIOR ON TIKTOK SHOP GENERATION Z Made Setini; Ni Kadek Cerina Puspa Dewi; I Gusti Ayu Agung Istri Sari Dewi
Jurnal Manajemen dan Bisnis Performa Vol. 23 No.1 (2026)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v23i1.9568

Abstract

The rapid growth of social commerce has significantly influenced consumer purchasing behavior, particularly among Generation Z. TikTok Shop has emerged as a popular platform that integrates entertainment and shopping, increasing the potential for impulsive buying behavior. This study aims to examine the effect of free shipping, advertising, and price perception on impulsive buying through TikTok Shop among Generation Z in Denpasar, both partially and simultaneously. This research employs a quantitative associative approach. The population consists of Generation Z university students in Denpasar who have made purchases through TikTok Shop. A total of 100 respondents were selected using purposive sampling, and data were collected through a structured questionnaire using a five-point Likert scale. The data were analyzed using multiple linear regression analysis with SPSS. The results indicate that free shipping, advertising, and price perception each have a positive and significant effect on impulsive buying. Simultaneously, these three variables also significantly influence impulsive buying behavior among Generation Z TikTok Shop users in Denpasar. Among the variables tested, advertising is the most dominant factor in encouraging impulsive buying. These findings suggest that attractive promotional strategies, engaging advertising content, and positive price perceptions play a crucial role in stimulating impulsive buying behavior on social commerce platforms.This study provides theoretical contributions to impulsive buying literature and practical implications for marketers in developing effective digital marketing strategies on TikTok Shop.
The Influence of Store Atmosphere, Service Quality, and Location on Consumer Purchasing Decisions at Nugi Bali Putu Indah Hapsari; I Gusti Ayu Agung Istri Sari Dewi; I Kadek Angga Saputra
Journal of Governance, Taxation and Auditing Vol. 4 No. 4 (2026): Journal of Governance, Taxation and Auditing (April - June 2026)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jogta.v4i4.1958

Abstract

Previous studies have varied in their focus, and there is a lack of research on how shop atmosphere, service quality, and location affect consumers' choices to buy. Furthermore, sales fluctuations at Nugi Bali in Bangli Regency in 2025 were discovered as a study concern, suggesting that customers' purchase choices are still unstable. We want to learn a lot about how shop ambiance, service quality, and location influence customers' final purchases from this research. Using a combination of the strategy and procedure proposed by Hair et al. (2019) and purposive sampling, 102 participants were selected to participate in the study in Bangli Regency. We used multiple linear regression, t-tests, and F-tests to examine the data that came from the surveys. There is a positive and significant relationship between store atmosphere, service quality, and location in terms of customers' purchasing decisions at Nugi Bali. Moreover, the study found that (1) store atmosphere, (2) service quality, and (3) location all have a positive and significant effect on customers' purchasing decisions.
Co-Authors I Kadek Angga Saputra Ni Kadek Cerina Puspa Dewi Putu Indah Hapsari Setini, Made