Abstract:
Purpose: The aim of this study is to analyze the roles of social commerce,
electronic word of mouth, rating, and price value in increasing impulsive
buying towards TikTok Shop.
Methodology: A quantitative method was applied in this study. The data
for this study collected through online questionnaires form. By using
purposive sampling and convenience sampling technique, the
questionnaire filled up by 311 (valid respondents) people who live in
JABODETABEK. In order to fulfill the goal of this study, an analysis was
conducted utilizing SEM or Structural Equation Model for hypothesis
testing using Smart PLS 3.
Findings: The findings of this study shows that social commerce,
electronic word of mouth, rating and price value contributes to the
increasing of impulsive buying.
Originality/Value: The originality of this research is that it is the research
integrating social commerce, electronic word of mouth, rating and price
value toward impulsive buying of TikTok Shop.
