<![CDATA[This research investigates the impact of adherence to social norms, complimentary delivery services, and favorable emotional states on spontaneous purchasing decisions made by Generation Z individuals utilizing TikTok Shop within the East Kolaka Regency. The study used a quantitative approach with a causal-associative and explanatory research design. Purposive sampling was used to choose a sample of 180 participants who met the following requirements: belonging to Generation Z, making impulsive purchases through TikTok Shop, and living in the East Kolaka Regency. The obtained data was then analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, which was made possible by SmartPLS 4.0 software. The results indicate that conformity, the provision of free shipping, and the experience of positive emotions exert a favorable and statistically significant influence on impulse buying. Among the three variables, conformity was identified as the most dominant factor influencing impulsive purchasing decisions, followed by positive emotions and free shipping promotions. These results indicate that impulse buying among Generation Z is strongly affected not only by individual preferences but also by social influence, emotional responses, and digital promotional strategies integrated into social commerce platforms such as TikTok Shop. This study contributes theoretically by enriching the literature related to impulse buying in digital commerce, particularly among Generation Z consumers. Practically, the findings provide insights for businesses and digital marketers in developing more effective promotional and engagement strategies. Subsequent research is encouraged to include variables such as financial literacy, self-control, lifestyle, and consumer trust, so as to yield a more comprehensive understanding of impulse buying in digital marketplace settings.]]>
