<![CDATA[This study examines the effects of brand image, shopping lifestyle, flash sale, and electronic word of mouth (e-WOM) on impulse buying among TikTok Shop users in Indonesia. This investigation adopts a quantitative approach uilizing purposive sampling. Data were collected from 300 TikTok Shop users through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that brand image, shopping lifestyle, flash sale, and e-WOM have positive and significant effects on impulse buying. These conclusions imply that impulse buying is influenced not only by promotional strategies but also by consumers’ perceptions of brands, shopping-oriented lifestyles, and online interpersonal communication. This investigation adds to the increasing collection of research on social commerce by offering factual proof from the Indonesian TikTok Shop context and offers real ramifications for marketers in developing effective digital marketing strategies.]]>
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