Publication Search

This research aims to determine the influence of shopping lifestyle and discounts on impulse buying among Shopee users in the Solo Raya area through the moderating variable self-control. This research uses quantitative methods. The population in this study were Shopee users in Solo Raya and had made purchases at Shopee in the last 3 months. The sampling technique in this research used purposive sampling with 97 samples. Data collection is carried out online via Google Forms. Data analysis in this research used SEM (Structural Equation Modeling) via SmartPLS 4.0 software. The results of this research show that shopping lifestyle and discounts have a significant effect on impulse buying. The results of the self-control moderation analysis are able to moderate (strengthen) the influence of lifestyle shopping and discounts on impulse buying among Shopee users in the Greater Solo area.

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.