Journal of Humanities and Social Studies
Vol 9, No 2 (2025): Journal of Humanities and Social Studies

The Effect Of Hedonic Shopping Motivation And Flash Sale Program In Tiktok Live Shopping On The Impulsive Buying Behavior Of Generation Z

Az Zahra, Syifa (Unknown)
Lailla, Nor (Unknown)

Article Info

Publish Date
06 Aug 2025

Abstract

The purpose of this study is to (1) To determine the effect of Hedonic Shopping Motivation on Impulsive Buying. (2) To determine the effect of Flash Sale on Impulsive Buying. (3) To determine the effect of Flash Sale on Hedonic Shopping Motivation. This study uses a descriptive quantitative method and the population in this study is the community in DKI Jakarta who use the TikTok application. The sample used uses the Non Probability formula with a total sample of 300. The data is processed using the Partial Least Square (PLS) method. From the results of the analysis, it was found that Impulsive Buying was 56.6% influenced by Hedonic Shopping Motivation and Flash Sale.

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Journal Info
Journal of Humanities and Social Studies
Website

Abbrev

jhss

Publisher

Universitas Pakuan

Subject

Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal of Humanities and Social Studies is an academic journal that publishes scientific papers in the field of humanities and social studies. This journal is published two times a year (March and September) by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan Bogor since 2017. ...