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All Journal International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Rosada, Maisya
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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THE ROLE OF PERCEIVED ENJOYMENT IN MEDIATING THE INFLUENCE OF INTERACTIVITY, ATTRACTIVENESS, AND SOCIAL PRESENCE ON IMPULSIVE BUYING IN TIKTOK LIVE STREAMING (CASE STUDY ON BATIK NAWILIS) Rosada, Maisya; Widyastuti, Umi; Berutu, Meta Bara
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i1.398

Abstract

Driven by the rapid growth of live streaming commerce in Indonesia, this study investigates the psychological mechanisms underlying impulsive buying behavior within the TikTok Live ecosystem. Specifically, this research examines the effects of interactivity, attractiveness, and social presence on impulsive buying, with perceived enjoyment serving as a mediating variable, using batik Nawilis live streaming as the empirical context. This study adopts a quantitative approach using a survey method. Data were collected from 200 respondents in Indonesia who met the criteria of being aged 18–28 years, actively using TikTok live streaming, having watched or interacted with batik Nawilis live streams, and having purchased batik Nawilis products through TikTok live streaming. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings reveal that interactivity, attractiveness, and social presence have positive and significant effects on perceived enjoyment. Furthermore, perceived enjoyment positively and significantly influences impulsive buying. Additionally, interactivity, attractiveness, and social presence indirectly affect impulsive buying through perceived enjoyment as a mediating variable.
Co-Authors Berutu, Meta Bara Umi Widyastuti