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p-Index From 2021 - 2026
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All Journal Journal of Commerce Management and Tourism Studies Journal of Education, Social & Communication Studies
Ramasa Varity
International Islamic University MALAYSIA
Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Determinants of impulse buying behaviour toward fashion clothing on tiktok live among female students at IIUM Ramasa Varity
Journal of Commerce, Management, and Tourism Studies Vol. 5 No. 2 (2026): August 2026
Publisher : YAYASAN MITRA PERSADA NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58881/jcmts.v5i2.479

Abstract

The growing popularity of social commerce has transformed the way consumers shop, particularly through live-streaming platforms such as TikTok Live. The interactive features of TikTok Live, coupled with promotional and visual marketing strategies, have increased the tendency of consumers to make unplanned purchases. This study investigates the influence of sales promotion, brand equity, and visual appeal on impulse buying behaviour toward fashion clothing on TikTok Live among female students at the International Islamic University Malaysia (IIUM), with perceived risk examined as a mediator. Guided by the Stimulus–Organism–Response (S–O–R) framework, a quantitative survey was conducted among 150 female undergraduate students. Data were analysed using descriptive statistics, zero-order correlation, and partial correlation analyses. The findings revealed that sales promotion, brand equity, visual appeal and perceived risk were positively related to impulse buying behaviour. Among the variables examined, brand equity demonstrated the strongest association with impulse buying behaviour. Furthermore, perceived risk partially mediated the relationships between sales promotion, brand equity, visual appeal, and impulse buying behaviour. These findings suggest that although consumers may perceive certain risks when purchasing fashion clothing through TikTok Live, such concerns do not necessarily prevent impulsive purchasing decisions. The study extends the application of the S–O–R framework in the context of social commerce and contributes to a better understanding of consumer behaviour in live-stream shopping environments. The findings also provide practical insights for marketers, retailers, and content creators in designing effective promotional and communication strategies on TikTok Live.
Challenges and cross-cultural adaptation of international students at International Islamic University Malaysia (IIUM): A aualitative study Ramasa Varity
Journal of Education, Social & Communication Studies Vol. 3 No. 3 (2026): (IN PRESS)
Publisher : PT. MAWAMEDIA JAYAMUSTA BUANASIHA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71028/jescs.v3i3.171

Abstract

This study explores the challenges and cross-cultural adaptation experiences of international students at International Islamic University Malaysia. Guided by Cross-Cultural Adaptation Theory, the study examines the challenges encountered by international students, their effects on academic performance, and the coping strategies employed during the adaptation process. A qualitative phenomenological approach was adopted, and data were collected through focus group discussions and semi-structured interviews involving 20 undergraduate international students from diverse cultural backgrounds. The data were analysed thematically to identify recurring patterns and meanings. The findings reveal that international students experience multiple challenges, including language barriers, academic difficulties, discrimination, financial constraints, and cultural differences, which contribute to acculturative stress and negatively influence academic performance, particularly during the initial stage of adaptation. Despite these challenges, students gradually developed adaptive coping mechanisms through self-regulation, social support, and the use of social media platforms. The study concludes that cross-cultural adaptation is a dynamic and continuous process influenced by both individual resilience and contextual support systems. The findings highlight the importance of institutional support in facilitating international students’ adaptation and enhancing their academic success in higher education institutions.
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