Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's)
Ariani, Wenda Ventika
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
THE INFLUENCE OF PRICE DISCOUNT, HEDONIC MOTIVATION, AND E-WOM ON IMPULSIVE BUYING OF FASHION PRODUCTS Ariani, Wenda Ventika; Al Amin, Nur Hidayah; Wulandari, Fitri
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i1.15563

Abstract

This study seeks to investigate how price discounts, hedonic motivation, and electronic word-of-mouth (E-WOM) influence the impulsive buying of fashion items on TikTok Shop. The object of this study is Generation Z users of TikTok Shop resending in Sukoharjo Regency. This research employs a quantitative approach, utilizing surveys for data gathering and employing multiple linear regression analysis methods with the support of IBM SPSS 23 software for analysis. In this study, incidental sampling techniques were utilized, with a total of 200 respondents. The research findings indicate that partially, the variables of price discount, hedonic motivation, and E-WOM have a significant influence on impulsive buying. Furthermore, simultaneously price discounts, hedonic motivation, and E-WOM collectively affect impulsive buying. This study implies the necessity for ByteDance to maintain the TikTok Shop feature with marketing strategies that follow fashion trends and enhance sales promotion to drive impulsive buying by users. Keywords: Price Discount; Hedonic Motivation; E-WOM; Impulsive Buying
Co-Authors Al Amin, Nur Hidayah Fitri Wulandari