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All Journal Among Makarti INFOKAM IJIBE (International Journal of Islamic Business Ethics) Jurnal Manajemen Dayasaing Jurnal Ekonomi Syariah Teori dan Terapan Benefit: Jurnal Manajemen dan Bisnis Al Tijarah Khasanah Ilmu - Jurnal Pariwisata Dan Budaya Shirkah: Journal of Economics and Business Magisma: Jurnal Ilmiah Ekonomi dan Bisnis MANAZHIM INTEGRITAS : Jurnal Pengabdian Jurnal Manajemen Universitas Bung Hatta El-Qist : Journal of Islamic Economics and Business (JIEB) Jurnal Ilmiah Wahana Pendidikan Islamic Banking : Jurnal Pemikiran dan Pengembangan Perbankan Syariah Journal of Islamic Economics and Finance Journal of Economic, Business and Engineering (JEBE) Jurnal Pariwisata Indonesia Labatila: Jurnal Ilmu Ekonomi Islam Abdi Makarti Priviet Social Sciences Journal Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia Perwira Journal of Economics and Business (PJEB) Shahih : journal of islamicate multidisciplinary Journal of Finance and Islamic Banking Welfare: Jurnal Pengabdian Masyarakat ABDI NUSANTARA: Jurnal Pengabdian Kepada Masyarakat
Rina Sari Qurniawati, Rina Sari
STIE AMA Salatiga
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Social Sciences Other

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Immersed to buy: The mediating effect of flow experience on impulsive buying in TikTok live streaming Qurniawati, Rina Sari; Nurohman, Yulfan Arif; Saputra, Riyan
Priviet Social Sciences Journal Vol. 6 No. 5 (2026): May 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i5.1649

Abstract

Impulsive purchasing tendencies among Generation Z are increasingly shaped by live streaming commerce, which combines promotional incentives, entertainment, and real-time interaction into a digital shopping experience. This study examines the psychological mechanisms underlying impulsive buying behavior among Gen Z consumers in the context of TikTok Live. Using a quantitative survey approach, data were collected through purposive sampling from Generation Z consumers in Salatiga and Semarang who actively watch and shop through TikTok Live. Primary data were gathered using a digital survey and analyzed using PLS-SEM to test the structural relationships in the research model. The findings show that social presence does not directly influence impulsive buying behavior, whereas sales promotion has a significant, direct, and positive effect. However, both social presence and sales promotion significantly affect impulsive buying through the flow experience. Flow experience fully mediated the relationship between social presence and impulsive buying and partially mediated the relationship between sales promotion and impulsive buying. This indicates that immersion, enjoyment, and focused attention during live-streaming sessions increase consumers’ tendency to make spontaneous purchases. This study highlights flow experience as a critical mediating mechanism in Gen Z’s impulsive buying behavior on TikTok Live. The findings suggest that experiential immersion matters more than social cues alone, while sales promotion continues to exert a direct persuasive influence beyond its experiential effect. The main contribution of this study lies in showing that social and promotional stimuli influence impulsive buying differently: social presence requires full experiential mediation, whereas sales promotion retains an independent and direct pathway. These findings enrich the consumer behavior literature by clarifying the conditions under which flow mediates impulsive buying in live streaming commerce. Practically, sellers and content creators should prioritize immersive and engaging live-streaming experiences, while policymakers and researchers should consider experiential factors when examining consumer behavior on emerging social commerce platforms.
Co-Authors Adjil Izzii Agus Setiawan Aisah, Imas Dewi Yanti Aisyah Aisyah Aisyah Nurul Sakinah Aktamiati , Wulan Alvin Yahya Amira, Diyah Ayu Fara Anggraini, Vivin Puji Annidham, Assakata Sinji Arifudin, Dirga Asna, Wahyu Husnul Aulia Fatharani Bertha Kusuma Wardani Bertha Kusuma Wardani Bertha Kusuma Wardhani Bertha Kusuma Wardhani, Bertha Kusuma Darmawan, Rivansa Dibya Darwati, Darwati Dewi Wulansari Dhandy Rachmat Andreyan Dian Pramesti, Novita Dwi Wijayanto Dwiani, Oktaviana Puput Fahri Ali Ahzar Fatharani, Aulia Fatma, Kurnia Aulidia Fitriani, Fahira Fuad Hasyim Hariyani, Eva Hasyim, Fuad Hidayah, Nurul Arifatul Indah Setiyo Rukmi Khoirunnisa, Kholifatun Kusumawardani, Danik Lina Ayu Safitri Maharani, Luky Nugraha Putri Maulani, Cesanur Iswanti Meirawati, Eka Melia Kusuma Monik, Monik Ningrum, Sindi Yuliana Lestari Nugrahani, Citra Fahmi Nur Wicaksono Okkiyanto, Ariska Heri Permadi, Dina Trifiana Permataningsih, Farrah Febryanti Prasetyo, Djoko Putri, Erlina Meidiana Rianto Rianto Riyan Saputra, Riyan Rukmi, Indah Setiyo Sakinah, Aisyah Nurul Saputri, Aqilla Aura Anggreini Setiawan, Eka Setyawan, Andri Siraj, Muhammad Siti Aminah Siti Badriyah Suparwi Tri Widodo Uliyah, Uni Masrochati Valentina, Feby Waluyo Waluyo Waluyo Waluyo Waluyo, Alif Wicaksono, Roy Adi Wulandari, Ernia Diyah Ayu Yanuar Surya Putra Yulfan Arif Nurohman Zai, Supriyaman