<![CDATA[This study aims to analyze the effect of hedonic value and utilitarian value on impulsive buying, with positive emotions as a mediating variable and time pressure as a moderating variable. The study was conducted on consumers of Laneige Neo Cushion Foundation who made purchases through TikTok Shop in the DKI Jakarta area. This research employs a quantitative approach with an explanatory design. Data were collected through the distribution of online questionnaires to respondents who met specific criteria, with a minimum sample size of 150 respondents determined using Cochran’s formula. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that hedonic value and utilitarian value have a positive and significant effect on positive emotions. Furthermore, positive emotions are proven to have a significant effect on impulsive buying. In addition, positive emotions mediate the relationship between hedonic value and utilitarian value on impulsive buying. However, time pressure does not moderate the relationship between positive emotions and impulsive buying. These findings indicate that emotional factors play a more dominant role than situational factors in driving impulsive buying behavior in the context of social commerce.]]>
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