Management Science Research Journal
Vol. 5 No. 2 (2026): MAY 2026

The Influence of Hedonic Shopping Motivation, Flash Sales, and Twin Date Promotions on Impulse Buying of Miniso Products on TikTok Shop among University Students in Surabaya

Theresa Arum Viadollorosa (Universitas Pembangunan Nasional "Veteran" Jawa Timur)
Sugeng Purwanto (Universitas Pembangunan Nasional "Veteran" Jawa Timur)

Article Info

Publish Date
23 May 2026

Abstract

This study aims to analyze the effect of hedonic shopping motivation, flash sale, and Twin Date promotion on impulse buying behavior of Miniso products on TikTok Shop among university students in Surabaya. This research employs a quantitative approach using a purposive sampling technique involving 180 respondents. Data processing and analysis were conducted using SmartPLS 4.0. The results indicate that hedonic shopping motivation, flash sale, and Twin Date promotion have a positive and significant effect on impulse buying. These findings highlight the importance of digital promotional strategies and consumer behavior understanding in enhancing impulsive purchasing behavior.

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Journal Info
Management Science Research Journal
Website

Abbrev

msr

Publisher

PT Larva Wijaya Penerbit

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

The Journal of Management Science Research (MSR) is an International Journal which has committed to publishing empirical and theoretical research articles, that have a high impact on the management field as a whole. The journal encourages new ideas or new perspectives on existing research. The ...