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All Journal Jurnal Radioisotop dan Radiofarmaka Syntax Literate: Jurnal Ilmiah Indonesia Journal of Business and Applied Management Jurnal Manajemen Kewirausahaan Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) International Journal of Social Service and Research Interdisciplinary Social Studies Journal Of World Science Edunity: Kajian Ilmu Sosial dan Pendidikan International Journal of Economics (IJEC) Return : Study of Management, Economic and Bussines Jurnal Indonesia Sosial Sains Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Journal of Social Science
Ratlan Pardede
Bunda Mulia University
Aerospace Engineering Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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Journal : Edunity: Kajian Ilmu Sosial dan Pendidikan

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The Effect of Discount Price on Impulsive Buying Mediated by Utilitarian Browsing in TikTok Shop (Empirical Study of Gen Z and Millennials in Jakarta) Meylovsky, Rourentsia; Pardede, Ratlan
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 4 No. 8 (2025): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v4i8.434

Abstract

TikTok Shop, as a social commerce platform, is increasingly popular among Generation Z and millennial in Indonesia, particularly for skincare products. This phenomenon requires further investigation to understand the factors driving impulsive buying, especially considering utilitarian browsing as a mediating process. This study aims to analyze the influence of discount price on impulsive buying among TikTok Shop users while examining the mediating role of utilitarian browsing. This research adopts a quantitative approach, with data collected through online questionnaires distributed to 120 respondents from Generation Z and millennial residing in DKI Jakarta, who have purchased skincare products through TikTok Shop. The data analysis technique employed is Structural Equation Modeling (SEM) using SmartPLS 3.0 software, including testing the measurement model (outer model) and the structural model (inner model). The results of this study are expected to provide deeper insights into impulsive buying behavior and serve as a reference for social commerce industry players to optimize marketing strategies involving discount price to enhance consumer satisfaction and engagement.
Co-Authors Abdul Mutalib Abidin Abidin Agustin, Rita Alviyendra, Erick Andreano, Pillipus Resar Christian, Mario Alvin Djoharly Caniago Dwi Puteri Emanuella, Jessica Ezra, Oskar Fratama, Feri Herdiyanto, Robertus Hinsa, Davy Parsaoran K. Hashimoto Laksmi Andri Astuti Lizki, Abraham Charis Marcellino, Yeremia Maskur Maskur Mei Yasfi, Syalsabila Meiranda, Meiranda Meylovsky, Rourentsia Nusantara, Muhammad Dharma Purwoko Purwoko Puspita, Mira Resdiansyah . Samara, Aldi Sri Aguswarini Sri Bagiawati Sri Setiyowati Susanti, Metta Tarcicius Yudi Haryadi Tarsisty, Regina Caeli Cahaya Widyastuti Widjaksana