“Online impulse buying on TikTok platform: Evidence from Indonesia”

TikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence of this feature encourages the online impulse buying phenomenon on the TikTok platform. This study aims to examine the factors that influence online impulse buying on TikTok in Indonesia through the constructs of brand review, sales promotion, customer satisfaction, religiosity, and brand expectation. This quantitative research uses a questionnaire that is distributed randomly online and collected from 312 respondents in Indonesia. Using structural equation modeling (SEM), data analysis was conducted and hypotheses were examined. The results show that customer satisfaction (β: 0.501) and brand review (β: 0.358) play an important role in increasing brand expectation. At the same time, sales promotion (ρ-value > 0.05) has no impact on brand expectation. This study highlights that religiosity (β: –0.239) and brand expectation (β: –0.510) can reduce online impulse buying behavior. Brand expectation (β: –0.510) is the most dominant variable in reducing online impulse buying behavior on TikTok.


INTRODUCTION
TikTok application officially presented a new feature called TikTok Shop in Indonesia on April 17, 2021.TikTok Shop is a social e-commerce feature allowing users and creators to promote and sell products while shopping (Ma & Yu, 2021).This feature boosts TikTok's huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions and enhances online impulse buying.Impulse buying is a consumer behavior acting emotionally without planning and not considering whether the item is needed or just fulfilling curiosity (Ahmad et al., 2022).Impulse buying is when a person suddenly purchases without a choice made beforehand, quickly, without limits and a purpose before the purchase.
Fadillah and Kusumawati (2021) suggest impulse purchases occur after consumers see eWOM (electronic word of mouth).Impulse purchases occur often in TikTok e-commerce as a popular application among teenagers.Promotions carried out through videos on the TikTok Shop are a new and competitive marketing method so that more and more viewers make impulsive purchases.This arises because viewers or potential consumers see how the product is from reviews made by people who have made previous purchases.The content will encourage people to have the product in the hope that the product will match what they expect when watching the video on the TikTok Shop page.Global markets require relations between one country and another, which can mutually influence the economy (Febriandika, Wati, et al., 2023;Alam et al., 2021).Events that occur in one country can affect economic conditions in other countries (Febriandika, Hakimi, et al., 2023).
The TikTok application has been downloaded more than 188 million times in 2022.Since its emergence, the development and competitiveness with other e-commerce have been quite rapid, with various conveniences, such as transactions and goods (Aragoncillo & Orús, 2018).Appreciation of influencers and massive promotions in creating review content can influence users.Presenting exciting and creative content to consumers is able to attract public sympathy and increase the tendency of people to buy suddenly without planning only by visual sight (Cakanlar & Nguyen, 2019).

LITERATURE REVIEW AND HYPOTHESES
Technological advances make people's lifestyles instant, practical, and fast.People tend to look for new alternatives to facilitate their daily activities that match their lifestyles (Cortiñas et al., 2019).The diversity of technological advances in the economic field is able to shift traditional economic behavior to modern economic behavior.Ease of transaction is the main factor for people to switch to a modern economy (Aragoncillo & Orús, 2018).According to Annur (2022) (Parsad et al., 2021).Some people think buying is part of the experience.Attractive offers usually lead to an immediate desire to buy.The online impulse buying trend is considered positive for online stores, which will shift the increase in manufacturing, which causes a large number of product requests.However, this is considered negative by physical stores, which will result in high unemployment due to a shift in buying behavior in physical stores (Akram, Hui, Khan, et al., 2018).
According to Nuada et al. (2021), a brand review is an activity carried out by a brand ambassador who conveys the advantages of a product both in quality and quantity.The results of the review are conveyed to provide information to viewers and be able to influence and encourage someone's desire to make a purchase (Ilmiyah & Krishernawan, 2020).According to Chan et al. (2017), product reviews affect consumer behavior and impulsive purchases.Two critical components influence brand reviews on impulse buying attitudes, namely the functional component, where people will be interested in the merchandise, and the representational component, where people will be interested in the delivery method, which is the key for the person to make an impulse purchase.Customer satisfaction is a post-purchase mood change where buyers feel satisfied and comfortable with a product in terms of product quality, service, and quantity (Ozer & Gultekin, 2015).This aligns with Princes (2019), who states that people will feel happy when they get something according to their spending on impulsive purchases.Many factors encourage impulse buying, but the level of customer satisfaction plays a vital role in introducing a product to other consumers.The level of buyer satisfaction can determine the next purchase (Thakur, 2019).
The purchase experience and customer satisfaction can boost sales and attract potential buyers (Hult et al., 2019).The phenomenon of sudden purchases that has spread in society is related to customer satisfaction with certain emotional conditions driven by the purchase experience, changes in feelings after purchase, and one's mood (Widagdo & Roz, 2021) 2018), the expectation is formed because the review presented is interesting and triggers someone to make a purchase.Consumer expectations are influenced by the buying experience (Mirella et al., 2022).Presentation of content that describes the product increases buying interest.If reviewers feel happy with the review, people will take a long time to explore and share the website (Chan et al., 2017).When consumers see and read online reviews, they will get reasons for using the product.Consumer expectations depend on the product's condition (Praswati et al., 2022).
A good sales promotion can create consumer expectations for a product.The quality of sales promotion starts in terms of service, where they can meet consumer perceptions until they end with a purchase transaction (Ming et al., 2021).The role of sales promotion in introducing a product is important to meet the information needs of potential consumers.
Persuasive communication is able to generate attention and lead to purchase intentions (El-Adly, 2019).Sales attitudes responsive to problems and ready to respond to customer requests to fulfill customer expectations are considered an alternative to increasing sales (El-Adly, 2019).The level of customer expectations is closely related to the purchase experience and service satisfaction.This study aims to examine the factors that influence online impulse buying on TikTok through brand review, sales promotion, customer satisfaction, religiosity, and brand expectation.The conceptual framework of this study is shown in Figure 1.The following hypotheses are offered based on the literature review: H1: Brand review has a positive impact on online impulse buying in the TikTok platform.
H2: Sales promotion has a positive impact on online impulse buying in the TikTok platform.
H3: Customer satisfaction has a positive impact on online impulse buying in the TikTok platform.H4: Religiosity has a negative impact on online impulse buying in the TikTok platform.
H5: Brand review has a positive impact on brand expectations in the TikTok platform.
H6: Sales promotion has a positive impact on brand expectations in the TikTok platform.
H7: Customer satisfaction has a positive impact on brand expectations in the TikTok platform.
H8: Brand expectations have a negative impact on online impulse buying in the TikTok platform.

METHODS
In this particular study, quantitative approaches are applied, which use the SEM (structural equation modeling) approach.SEM is a multivariate analysis that can analyze the relationship between variables in a complex way.This technique examines the relationship between latent variables and manifest variables (measurement equation), the relationship between one latent variable and another latent variable (structural equation), as well as describes measurement errors (Haryono & Wardoyo, 2012).
Table 1 provides a summary of constructs and their relative questions.There are 36 questions to represent variables, with six questions for each Note: *The items marked with a strikethrough have been removed.
variable.Seventeen items were omitted from the final analysis results after further consideration using exploratory factor analysis (EFA) due to low factor loading.This analytical method is generally used to reduce invalid variables (Paul et al., 2013).Factor analysis (confirmatory and exploratory) was done using SPSS 25.

RESULTS
312 respondents were collected and processed using the SPSS and AMOS applications.The respondents were dominated by women (72.4%) and students, while Islam had the largest proportion.Indonesia is a country with the largest Muslim population in the world.Table 2 shows the results of the general characteristics of the respondents.
The average KMO value (Table 3) for each variable shows a number above 0.5, namely 0.892.This indicates that the model is acceptable, and this study did not contain any single-factor bias.Table 4 shows the reliability test results, which are used to verify each component of the indicator used by each variable.This reliability test uses Cronbach's alpha as a standard measure where > 0.9 is very good, > 0.8 is good, > 0.7 is acceptable, > 0.6 is doubtful, > 0.5 is bad, and <0.5 is not acceptable (Bagozzi & Yi, 1988).The measurement results found that Cronbach's alpha as a whole was 0.881, which means it met the requirements.Note: BR = brand review; IB = online impulse buying; SP = sales promotion; CS = customer satisfaction; RL = religiosity; EB = brand expectation.Note: BR = brand review; IB = online impulse buying; SP = sales promotion; CS = customer satisfaction; RL = religiosity; EB = brand expectation.According to Table 6, H1 shows that brand review positively affects online impulse buying with a p-value of 0.041 and a standardized coefficient (β) of 0.331.Therefore, the first hypothesis can be accepted, meaning that the influence of brand review can encourage someone to have an impulse buying attitude toward the TikTok Shop application.
H2 shows that the results of the sales promotion construct obtain a p-value of 0.570 and a standardized coefficient (β) of 0.081.H2 cannot be accepted because the p-value obtained is more than 0.05.Sales promotion cannot affect impulse buying behavior on TikTok Shop.H3 states that the customer satisfaction construct has a p-value of 0.400 and a standardized coefficient (β) of 0.250.Customer satisfaction does not affect online impulse buying where the p-value obtained exceeds 0.05.H3 is rejected; this shows customer satisfaction in the TikTok Shop application requires a long time and process.It has not affected impulse buying attitudes.H4 shows that the results of religiosity have a negative effect on the online construct of impulse buying, which obtains a p-value of 0.009 and a standardized coefficient (β) of -0.239 for the online impulse buying construct where the p-value is below 0.05.Therefore, H4 is accepted; this shows that the religious attitude of TikTok users can have a negative effect on the level of impulse purchases.Religiosity can reduce online impulse buying.
H5 shows that the results of the brand review construct positively affect the brand expectation, which obtains a p-value of 0.020 and a standardized coefficient (β) of 0.358.Brand review positively influences the brand expectation where the p-value obtained is less than 0.05.Hence, H5 is accepted.Customer expectations of a brand can be influenced by brand review, where the purchase review is the customer's way of stating that the purchase experience is under the expectations before the purchase to attract other customers to TikTok Shop.H6 states that sales promotion results against the brand expectation obtained a p-value of 0.258 and a standardized coefficient (β) of -0.127.Sales promotion does not influence the brand expectation construct because the p-value obtained is more than 0.50.H6 is rejected; this shows that sales promotion cannot affect brand expectation.
H7 shows that customer satisfaction affects brand expectation, which obtains a p-value of < 0.001 and a standardized coefficient (β) of 0.501.Customer satisfaction has a positive effect on brand expectation.Therefore, it can be accepted.H8 shows that the results of brand expectation on online impulse buying obtain a p-value of < 0.001 and a standardized coefficient (β) of -0.510.Brand expectation has a negative effect on online impulse buying where the p-value is less than 0.050.Therefore, it can be accepted.Brand expectation will drive down the rate of impulse purchases on the TikTok Shop application.

DISCUSSION
The results of this study prove that brand review has a positive and significant effect on online impulse buying for TikTok users, with a p-value of 0.041 and a standardized coefficient (β) of 0.331.The more interesting the reviews that are shared, the greater the occurrence of impulse purchases in the TikTok Shop application.The presentation of an attractively packaged review on TikTok Shop is considered capable of pene- Note: Degree of confidence: *** p < 0.001, ** p < 0.01.BR = brand review; IB = online impulse buying; SP = sales promotion; CS = customer satisfaction; RL = religiosity; EB = brand expectation.
trating various circles of society.Brand review is a way for customers to convey the results of their buying experience that they share voluntarily without coercion.Usually, the review covers the perceived advantages and benefits of a product.If the review is intriguing, then people tend to have the desire to purchase in the hope that what they get is the same as the review they see.At TikTok Shop, the sharing of review content is made as good as possible and seems real in order to influence viewers.This study is in line with Zheng et al. ( 2019), who stated that high-quality reviews will attract customers to make impulse purchases.Consumers will be more interested in exciting reviews from people who have made previous purchases.Brand reviews on the TikTok Shop application are usually done to promote products by displaying product advantages to attract potential customers (Zhang et al., 2018).
A person's religiosity negatively and significantly influences online impulse buying in the TikTok Shop application, with a p-value of 0.009 and a standardized coefficient (β) of -0.239.Religiosity is considered capable of being a person's self-control in making a decision.Religion, especially Islam, regulates all life aspects regarding morals and how to do business.Impulse buying is one of the religious prohibitions because it leads to wasteful living behavior and squandering wealth.This study is in line with Singh et al. (2021).
Religion becomes a reflection of a person in carrying out an activity.Religiosity can be a person's consideration in attitude and decision-making.Therefore, impulse buying can be suppressed by increasing a person's religiosity attitude.A person's religious level has a good influence on reducing impulse buying decisions, while people with low religious levels will increase their level of impulsive buying.Religious attitudes have a negative effect on impulse buying attitudes because they are contrary to Muslim attitudes.It is necessary to instill a religious attitude to reduce the number of impulse purchases.
Brand expectation negatively and significantly influences online impulse buying in the TikTok Shop application, with a p-value of < 0.001 and a standardized coefficient (β) of -0.510.It is all the expectations and desires of consumers for a product before making a purchase.The high-er the customer's expectations of a product, the higher the level of consumer selectivity in determining purchases.Thus, it can reduce the desire to make impulse purchases.

CONCLUSION
This study uses structural equation modeling (SEM) to examine the factors that encourage online impulse buying.The results show that sales promotion and customer satisfaction are not determining factors increasing online impulse buying for Indonesian customers.Likewise, sales promotion has no impact on brand expectation.In order to increase brand expectation, customer satisfaction and brand review are crucial.This study emphasizes how brand expectation and religiosity can lower online impulse purchases.The brand expectation is the most important factor in lowering online impulse buying behavior on TikTok.
This study has several limitations.The respondents only come from Indonesia, and there are still variables that are not significant or have no influence on online impulse buying.This means that there are still many opportunities to develop better models in formulating the factors that form online impulse buying.Further model development needs to consider aspects of the appearance and characteristics of the application features.

Figure 1
Figure 1.Research model

Table 1 .
Research questionsWhen shopping on TikTok Shop, I often buy things without thinking.When shopping on TikTok Shop, I often think of "buy now and think later."Prior to visiting TikTok, I did not intend to make a purchase.I often buy items on TikTok Shop suddenly.I am willing to pay more for a fast and efficient purchase.I have a hard time resisting the urge to buy things on TikTok Shop.If the content is interesting, people will share it.Strategy is important but must be backed up with excellent insight.Consumer trust is a partner in sales on TikTok Shop.I am interested in the cashback promotion provided on TikTok Shop.I get information about discounted products from the content presented.I bought it because of the attractive price discount on TikTok Shop.what other people buy from TikTok Shop.I want to own what other people use in the content on TikTok Shop.Sometimes just seeing other people wearing drives me to buy it.I like it when TikTok Shop always answers my comments.It is important that other people like the products I buy on TikTok Shop.Sometimes I have high expectations of what people wear on TikTok Shop.
H. Xu et al. (2020), Hu et al. (2019) Brand review Purchase reviews on TikTok Shop are trustworthy.I can spend hours on the TikTok Shop page watching a video review of the product I am looking for.Reviewers have a reputation for being honest.I often talk about products that I like and follow on social networks.I visit TikTok Shop to see updates and read other consumer comments.I pay more attention to positive reviews in every purchase decision.Zhang et al. (2018) Religiosity I consider myself religious, but my religion does not affect my daily life.I try hard to live my life according to my religion.I believe in my religion, but I think many other things are also important in life.I go to religious places to spend time with my friends.My whole approach to life is based on my religion.My religion is important because it answers many questions about meaning in my life.How satisfied are you with the content on TikTok Shop?How satisfied are you with the quality of the products on TikTok Shop?How satisfied are you with the promotions on TikTok Shop?

Table 3 .
Measurement model

Table 4 .
Reliability test

Table 6 .
SEM results for testing the hypotheses Wolter et al. (2019)until the customer is satisfied with his wants and feels safe in the transaction.This study is in line withWolter et al. (2019): customer satisfaction does not affect purchases impulsively because to achieve customer satisfaction, it cannot be felt only one time, especially purchases made impulsively.In increasing customer satisfaction, companies must make improvements in terms of service, quality, quantity, how to handle problems, and how to convey the information needed.Customer satisfaction does not affect impulsive purchases because TikTok Shop has several problems, namely product security that is not guaranteed, store existence, availability of goods, and difficulty in confirming with the seller.Most of the sellers on TikTok Shop are third parties, making it difficult for consumers to check the availability of goods, apply for vouchers, or deliver clarity.The TikTok Shop feature is considered less secure in transactions and does not display the information consumers need.Sales promotion does not affect brand expectation in the TikTok Shop application, with a p-value of 0.258 and a standardized coefficient (β) of -0.127.This finding aligns with Raji et al. (2019): sales promotion does not directly affect brand image building for consumers and does not become a benchmark for the expectations of potential consumers.The applied sales promotion is not comprehensive, and only certain people can enjoy it.The existence of restrictions related to the promotions carried out makes sales promotions not affect brand expectation.Promotions were carried out on a large scale but were not accompanied by quality improvements.Security features and efforts to realize the promotion's truth discourage consumers from purchasing.The TikTok Shop product displays things different from what is being promoted in the form of price changes listed, different items, and discounts that cannot be claimed.