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All Journal Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik)
Putu Ayu Trisna Febrianty
Faculty of Economics and Business, Universitas Pendidikan Nasional
Social Sciences

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Sales Promotion Influences Impulse Purchases of Products on TikTok Shop Nyoman Dewi Pitaloka Cahyadi; Ni Putu Dera Yanthi; Putu Ayu Trisna Febrianty
Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 5 No. 2 (2026): Juni: Jurnal Riset Sosial Humaniora, dan Pendidikan (Soshumdik)
Publisher : LPPM Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/soshumdik.v5i2.3577

Abstract

Technological developments have led to a shift from traditional sales promotion to digital sales promotion. A new phenomenon has emerged, namely the integration of social media platforms and e-commerce. The purpose of this study is to analyze the effect of sales promotion and positive emotions on impulsive buying, as well as the mediating role of positive emotions on TikTok Shop users in Denpasar. The results of this study were obtained using the SEM-PLS method. The results of this study indicate that positive emotions and sales promotions have a significant influence on impulsive purchasing of products on TikTok Shop, sales promotions have a significant influence on positive emotions when purchasing products on TikTok Shop, and positive emotions can mediate the influence of sales promotions on impulsive purchasing of products on TikTok Shop.  
Co-Authors Ni Putu Dera Yanthi Nyoman Dewi Pitaloka Cahyadi