Jurnal Impresi Indonesia
Vol. 4 No. 8 (2025): Jurnal Impresi Indonesia

The Influence Of Marketing Mix And Brand Image On Impulsive Buying Of Camille Beauty Products On Tiktok Shop With Emotional Response As A Mediating Variable

Nuraeni Pristiawati, Siti (Unknown)
Rizal, Moch. (Unknown)
Wati, Lela Nurlaela (Unknown)

Article Info

Publish Date
22 Aug 2025

Abstract

The growth of TikTok Shop as a shopping platform has driven impulsive buying behavior, especially for beauty products such as Camille Beauty. This study aims to analyze the effect of the marketing mix and brand image on impulsive buying, with emotional response as a mediating variable. A quantitative method with PLS-SEM analysis was applied to 152 respondents who are Camille Beauty consumers on TikTok Shop in Jakarta. The results show that marketing mix and brand image significantly influence emotional response and impulsive buying. Emotional response also mediates the relationship between marketing mix and impulsive buying, but not the relationship between brand image and impulsive buying. This study highlights the importance of emotional strategies in short-video-based digital marketing.

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Journal Info
Jurnal Impresi Indonesia
Website

Abbrev

jii

Publisher

Riviera Publishing

Subject

Religion Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Description

The Jurnal Impresi Indonesia provides a means for sustained discussion of relevant issues that fall within the focus and scopes of the journal which can be examined empirically. The journal publishes research articles covering all aspects of social sciences, ranging from management, economics, ...