Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum
Farida
Dr. Soetomo University
Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of TikTok Shop Live Streaming Frequency on Impulse Buying with Positive Emotions Mediation Tiara Diah Permatasari; Farida; M. Reza Ishadi Fadillah; Ashera Yuslam
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 25 No. 1 (2026): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/pj.v25i1.7263

Abstract

This study examines the direct and indirect effects of TikTok Shop live streaming frequency on impulsive buying behavior, with positive emotions as a mediating variable. The background of this research stems from the rapid development of live commerce in Indonesia, which increasingly encourages spontaneous online purchasing behavior. The study specifically analyzes how repeated exposure to persuasive live content affects viewers’ emotional responses and impulsive decision-making. Using a quantitative approach, data were collected from 101 active TikTok Shop users through an online questionnaire. Statistical testing was conducted using SPSS version 26 and PROCESS Macro Model 4 to identify both direct and mediating effects. The results indicate that viewing frequency significantly influences impulsive behavior and positive emotions, yet positive emotions do not significantly mediate the relationship between them. These findings suggest that impulsive behavior is primarily driven by repetitive exposure and external digital stimuli rather than by affective reactions alone. Theoretically, this study enriches understanding of the Stimulus–Organism–Response (S–O–R) model in the context of live commerce and highlights the limited mediating role of positive emotions. Practically, it recommends that marketers manage viewing frequency and interactive quality to enhance consumer engagement and promotional effectiveness.
Co-Authors Ashera Yuslam M. Reza Ishadi Fadillah Tiara Diah Permatasari