<![CDATA[This study aims to analyze the influence of hedonic shopping motivation, shopping lifestyle, and positive emotion on impulse buying of beauty products on TikTok Shop. The study employs a quantitative approach using a descriptive method. Primary data were obtained through an online questionnaire distributed to 200 consumers of beauty products on TikTok Shop who had made a purchase within the last three months, selected using purposive sampling with the Lemeshow formula. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the aid of SmartPLS 4.0 software, covering evaluation of the outer model (convergent validity, discriminant validity, and reliability) and the inner model (R-square and path coefficients). The results indicate that hedonic shopping motivation, shopping lifestyle, and positive emotion each have a positive and significant influence on impulse buying of beauty products on TikTok Shop, with the three variables jointly explaining 81.5% of the variance in impulse buying. These findings suggest that psychological and lifestyle-related factors play a central role in driving unplanned purchases on social-commerce platforms, offering practical implications for beauty brands designing marketing strategies on TikTok Shop.]]>
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