<![CDATA[The purpose of this study is to analyze the effect of Sales Promotion, Hedonic Shopping Value, and Positive Emotion on Impulse Buying among TikTok Shop consumers in Greater Jakarta. This research employed a quantitative approach using a purposive sampling technique. The sample consisted of 169 TikTok Shop consumers in Greater Jakarta who had previously engaged in impulsive purchasing behavior. Data were collected through a structured questionnaire and analyzed using multiple linear regression with the assistance of SPSS version 27. The findings reveal that Sales Promotion and Hedonic Shopping Value have a positive and significant influence on Impulse Buying behavior. This indicates that attractive promotional strategies and the enjoyment derived from shopping activities can encourage consumers to make unplanned purchases. On the other hand, Positive Emotion does not have a significant effect on Impulse Buying, suggesting that emotional states alone are not sufficient to trigger impulsive buying decisions in this context. Furthermore, the results of simultaneous testing show that Sales Promotion, Hedonic Shopping Value, and Positive Emotion collectively have a significant effect on Impulse Buying. These findings imply that businesses, particularly those operating on TikTok Shop, should focus on developing engaging promotional strategies and enhancing the shopping experience to stimulate impulse purchases.]]>
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