Online impulse buying on TikTok platform: Evidence from Indonesia
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Received November 18, 2022;Accepted August 21, 2023;Published September 19, 2023
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Author(s)Link to ORCID Index: https://orcid.org/0000-0001-9063-6990Link to ORCID Index: https://orcid.org/0009-0007-6440-3772Link to ORCID Index: https://orcid.org/0009-0009-8631-840X
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DOIhttp://dx.doi.org/10.21511/im.19(3).2023.17
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Article InfoVolume 19 2023, Issue #3, pp. 197-210
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Cited by3 articlesJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: International Journal of ADVANCED AND APPLIED SCIENCESArticle title: A modeling of repurchase intention in Sharia hotels: An integrated model of price, location, religiosity, trust, and satisfactionDOI: 10.21833/ijaas.2023.12.018Volume: 10 / Issue: 12 / First page: 161 / Year: 2023Contributors: Nur Rizqi Febriandika, Afifah Nur MillatinaJournal title: Innovative MarketingArticle title: Impulse buying tendency in online food delivery service among Muslims in IndonesiaDOI: 10.21511/im.20(2).2024.18Volume: 20 / Issue: 2 / First page: 217 / Year: 2024Contributors: Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah
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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.
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JEL Classification (Paper profile tab)M21, M31, N35, P23
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References67
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Tables6
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Figures1
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- Figure 1. Research model
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- Table 1. Research questions
- Table 2. Demographic characteristics
- Table 3. Measurement model
- Table 4. Reliability test
- Table 5. Discriminant validity
- Table 6. SEM results for testing the hypotheses
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Conceptualization
Nur Rizqi Febriandika, Alfinna Putri Utami, Afifah Nur Millatina
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Methodology
Nur Rizqi Febriandika
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Software
Nur Rizqi Febriandika, Alfinna Putri Utami
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Supervision
Nur Rizqi Febriandika, Afifah Nur Millatina
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Validation
Nur Rizqi Febriandika, Alfinna Putri Utami, Afifah Nur Millatina
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Writing – original draft
Nur Rizqi Febriandika, Alfinna Putri Utami
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Writing – review & editing
Nur Rizqi Febriandika
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Investigation
Alfinna Putri Utami, Afifah Nur Millatina
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Conceptualization
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