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INDONESIA
Jurnal Informatika Ekonomi Bisnis
Published by Asia Pacific Network for Sustainable Agriculture, Food and Energy
ISSN : 27148491     EISSN : 27148491     DOI : https://doi.org/10.37034/infeb
Core Subject : Economy,
Economics, Econometrics & Finance
The Jurnal Informatika Ekonomi Bisnis (INFEB) is an interdisciplinary journal. It publishes scientific papers describing original research work or novel product/process development. The objectives are to promote an exchange of information and knowledge in research work, and new inventions/developments on the use of Informatics in Economics and Business. This journal is useful to researchers, engineers, scientists, teachers, managers, and students who are interested in keeping a track of original research and development work being carried out in the broad area of informatics in economics and business through a scholarly publication.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 661 Documents
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Impulse Buying on Social Commerce Platforms Applying the Sor Framework to Tiktok Live Shopping in Indonesia Ilham, Edinur; Nurcholis, Jaya Dwi
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1420

Abstract

This research investigates consumer impulse buying behavior on TikTok's live shopping feature in Indonesia using the Stimulus-Organism-Response framework. Based on 237 questionnaires from new users, the study employed the SEM-PLS method for analysis. The results indicate that stimuli such as attractiveness and trustworthiness positively influence perceived enjoyment. Meanwhile, purchase convenience, product information, and price positively affect perceived usefulness. Both of these factors perceived enjoyment and usefulness were found to significantly increase the urge to buy impulsively (the response). In conclusion, consumers on live shopping platforms are more prone to making impulse purchases due to the direct encouragement and interaction provided by hosts during the broadcast.

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