JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Atmospheric Cues and Sales Promotion Effects on Impulse Buying Behaviour in TikTok Live Fashion Shopping: The Role of Flow Experience and Time Pressure

Khadijah Nurul Aini (Unknown)
Nur Afifah (Unknown)
Ilzar Daud (Unknown)
Bintoro Bagus Purmono (Unknown)
Harry Setiawan (Unknown)

Article Info

Publish Date
30 Jun 2026

Abstract

This study analyzes the influence of atmospheric cues and sales promotion on impulse buying behaviour, mediated by flow experience and moderated by time pressure in TikTok Live fashion in Indonesia. Using the SOR framework with a quantitative approach, 350 respondents were surveyed and analyzed using SmartPLS 4. Atmospheric cues and sales promotion positively and significantly affect flow experience and impulse buying behaviour, with flow experience as a partial mediator, while time pressure did not moderate the relationships. These findings emphasize that atmosphere quality and promotion in live streaming shape consumers' psychological state that drives impulse buying without time pressure.

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...