FAKTOR-FAKTOR PENENTU PEMBELIAN IMPULSIF PRODUK BODY SERUM HERBORIST DI SOCIAL COMMERCE TIKTOK
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This study aims to analyze the influence of perceived ease of use, visual appeal, and social presence on impulsive purchase, with perceived enjoyment as a mediating variable among TikTok Shop consumers of Herborist Body Serum. The research employed a quantitative approach using purposive sampling involving 204 respondents. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results indicate that visual appeal and perceived enjoyment have a positive and significant effect on impulsive purchase. However, perceived ease of use and social presence do not significantly affect perceived enjoyment. Meanwhile, social presence is found to have a significant direct effect on impulsive purchase. These findings highlight the importance of visual experience and interactive elements in driving impulsive buying behavior on social commerce platforms, particularly TikTok Shop. The study provides practical implications for marketers and business practitioners in designing content strategies that stimulate enjoyable experiences and encourage spontaneous purchasing decisions.
Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use, perceived enjoyment, visual appeal, dan social presence terhadap impulsive purchase pada konsumen TikTok Shop pengguna produk Body Serum Herborist. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan melibatkan 204 responden. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa visual appeal berpengaruh positif dan signifikan terhadap perceived enjoyment. Namun, perceived ease of use dan social presence tidak berpengaruh signifikan terhadap perceived enjoyment. Kemudian, social presence dan perceived enjoyment berpengaruh positif dan signifikan terhadap impulsive purchase. Namun, perceived ease of use tidak berpengaruh signifikan terhadap impulsive purchase. Temuan ini menegaskan pentingnya pengalaman visual dan elemen interaktif dalam mendorong perilaku pembelian impulsif di platform social commerce, khususnya TikTok Shop. Hasil penelitian ini memberikan implikasi praktis bagi pemasar dan pelaku bisnis dalam merancang strategi konten yang mampu memicu pengalaman menyenangkan dan mendorong keputusan pembelian secara spontan.
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