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The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

The industry in Indonesia has experienced significant development both online and offline, including the fashion industry, which has also undergone rapid growth. This development inevitably alters consumer behavior toward products in the market. One consumer behavior that requires attention is impulse buying, which refers to unplanned purchases. Impulse buying occurs due to emotional factors, which are also influenced by the store atmosphere, prompting spontaneous purchases. This study aims to examine and analyze the role of positive emotion in mediating the relationship between store atmosphere and impulse buying. The research was conducted among customers of the Uniqlo store at Bali Galeria Mall, with a sample size of 160 respondents selected through purposive sampling. Data collection was carried out using questionnaires. The analytical techniques employed include the Classical Assumption Test, Path Analysis, Sobel Test, and Variance Accounted For (VAF) Test. The analysis results indicate that: Store atmosphere has a positive and significant effect on impulse buying, Store atmosphere has a positive and significant effect on positive emotion, Positive emotion has a positive and significant effect on impulse buying, Positive emotion mediates the effect of store atmosphere on impulse buying. The theoretical implications of this study support previous research findings from the perspective of Consumer Behavior Theory. The practical implications provide guidelines for managers and staff at the Uniqlo store at Bali Galeria Mall to enhance customer impulse buying by leveraging store atmosphere and positive emotion.

This aims to find out and analyze the factors that influence impulse buying among Milopi Boutique consumers in Pontianak City. This research uses qualitative research methods with research subjects as consumers of the Milopi Shop boutique. The sampling technique is purposive sampling with data analysis techniques in this research being data reduction, display and verification. The results of this research show that there are 4 factors that influence impulsive buying: 1. Shopping Lifestyle 2. Fashion Involvement 3. Pre-Decision Stage 4. Post Decision Stage. The shopping lifestyle of Milopi Shop boutique consumers can be categorized into consumptive and hedonistic groups. This is reinforced by the high shopping interest of Milopi Shop boutique consumers with an average of 1-2x a month. Apart from that, their interest in shopping apart from the motif, style or style of good clothes is the quality of the materials used in the clothes. The biggest factor that influences Milopi Shop boutique consumers to shop is their own environment. This environment can include neighbors, friends, friends, artists and TikTok influencers who have the same taste in clothing as them. Sales and discounts also play a big role in the high level of impulsive buying at the Milopi Shop Boutique. After purchasing the goods, Milopi shop boutique consumers did not check/evaluate the goods again for fear of changing their minds.  

In the digital era, the Fear of Missing Out (FoMO) phenomenon has impacted impulse buying behaviour among Indonesians. This also has a positive impact on businesses, which can benefit greatly from the FoMO effect. With the increasing use of social media, especially on e-commerce platforms, FoMO has become a psychological factor that determines people's impulse purchase decisions. This research examines the phenomenon of Fear of Missing Out (FoMO) by using a qualitative method approach. This research is made through in-depth observation of the Indonesian community. This research can provide new insights for understanding people's behaviour in impulse buying in the digital era.

This study aims to analyze the effect of Price Discount, E-WOM,  Hedonic Shopping Motivation on Impulse Buying at Marketplace Shopee (Study case of Dian Nuswantoro University). The population of this research is Dian Nuswantoro University who have purchased at marketplace Shopee. Sampling technique used is questionnaire method and amounted to 100 respondents. The data analysis technique in this study used multiple linear regression analysis. The results of this study indicate that the variables of Price Discount doesn’t have a significant influence on Impulse Buying, while E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying partialy. Variables of Price Discount, E-WOM and Hedonic Shopping Motivation have a significant influence on Impulse Buying simultaneously.

In the era of modern free trade, competition in the retail industry has become increasingly fierce, prompting Golden Swalayan, a shopping center in Kediri City, to continuously enhance its sales to remain competitive. This study aims to analyze the influence of sales promotion and shopping lifestyle on the Impulse Buying behavior of Golden Swalayan customers. Using a quantitative method, data was collected through questionnaires distributed directly to 100 customers using purposive sampling techniques. Data analysis was conducted using multiple regression and hypothesis testing. The results of the study show that, both partially and simultaneously, sales promotion and shopping lifestyle have a significant influence on Impulse Buying. Based on these findings, Golden Swalayan is advised to regularly increase cashback promotions and expand its product collections to align with customers' hobbies and needs, thereby boosting Impulse Buying.

This study aims to analyze the role of fintech as a mediator in the influence of economic literacy on impulsive buying behavior among consumers. Economic literacy is considered an important factor that can influence consumer purchasing behavior, especially in making wise financial decisions. However, technological advances in the financial sector, especially fintech, have also played a role in facilitating impulse buying behavior through the ease of digital transactions and quick access to financial services. This study uses a quantitative approach with a survey method involving 250 respondents. The data was analyzed using a path analysis model to evaluate the direct influence of economic literacy on impulse buying, as well as the mediation role played by fintech. The results show that economic literacy has a negative influence on impulsive buying behavior, but fintech plays a significant role as a mediator that strengthens impulse buying tendencies, even though individuals have good economic literacy. These findings have implications for the development of financial literacy policies and fintech regulations to reduce the risk of consumptive behavior in the digital era.

Impulse buying is a situation where consumers carry out the shopping process without any prior plans or it happens suddenly. DIY is the area with the highest internet users on the island of Java and its population is dominated by Gen Z. Gen Z is a generation that grew up with the development of existing technology and always follows the development of existing trends. The presence of e-commerce makes it easier for Gen Z to carry out the shopping process which can be accessed easily. Factors that cause this impulse buying behavior include shopping lifestyle and fashion involvement. This research aims to determine the influence of shopping lifestyle and fashion involvement on impulse buying at Shopee. This research uses explanatory research with a quantitative approach using a sampling technique using the purposive sampling method. Data was taken using an online questionnaire from 200 respondents. Data analysis in this study was assisted by SPSS version 27 software. The results of this research show that the shopping lifestyle that consumers have and fashion involvement or consumer involvement in the fashion products offered by shops is increasingly developing following existing trends, which can lead to impulse buying in consumers. The conclusion is that the variables shopping lifestyle and fashion involvement influence impulse buying at Shopee.

In the rapidly growing era of digitalization, significant changes have occurred in consumer behavior, especially with the existence of e-commerce platforms and online marketing innovations. Today's consumers frequently browse for information about fashion products before making a purchase. Goals of the study to examine the impact of product searches on impulsive buys, Together with the relationship's moderating effect of flash sales, as well as sharia business perspective. Purposive sampling is a quantitative research method that is utilized. involving Shopee users in Bandar Lampung City. Data were collected using a Google Form-based questionnaire with a Likert scale. The findings indicated that the chance of making an impulsive purchase increased with the amount of time spent searching.. In addition, flash sales were shown to moderate this relationship, increasing impulse buying tendencies when found during browsing. These findings imply that the management of product browsing and flash sale offers needs to be considered in marketing strategies, taking into account the Shariah perspective to ensure fair and non-wasteful transactions.

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.

The research was conducted on Shopee marketplace users in Banyumas Regency. The purpose of this study was to determine the influence of flash sales and free shipping on impulse buying among Shopee marketplace users in Banyumas Regency, both partially and simultaneously. The sample used consisted of the entire population or residents domiciled in Banyumas Regency, amounting to 97 individuals. The types of data utilized were primary data collected through distributing questionnaires directly to respondents and secondary data obtained from literature studies. The method employed in data analysis was multiple linear regression analysis, encompassing t-tests and f-tests after testing the data for validity, reliability, and classical assumptions. The classical assumption tests comprised multicollinearity, heteroskedasticity, and normality tests using SPSS software. The research findings indicate that flash sales do not have a significant effect, whereas free shipping significantly influences impulse buying.

Online shopping has become a rapidly growing trend among the Indonesian people. Shopee, as one of the popular online shopping platforms, was chosen as the focus of this research to analyze impulsive buying decisions. This study aims to investigate the influence of Hedonic Shopping Value and Shopping Lifestyle on the impulsive buying decisions of Shopee customers in Sidoarjo. This research uses a quantitative method, with data collection through questionnaires distributed to Shopee consumers in Sidoarjo and obtaining a sample of 75 respondents. The sampling technique used is nonprobability sampling. The data obtained were analyzed using Partial Least Square (PLS) with the help of the SmartPLS 4.0 application. The results show that Hedonic Shopping Value and Shopping Lifestyle have a significant influence on impulsive buying decisions.  

The research was conducted on Shopee marketplace users in Banyumas Regency. The purpose of this study was to determine the influence of flash sales and free shipping on impulse buying among Shopee marketplace users in Banyumas Regency, both partially and simultaneously. The sample used consisted of the entire population or residents domiciled in Banyumas Regency, amounting to 97 individuals. The types of data utilized were primary data collected through distributing questionnaires directly to respondents and secondary data obtained from literature studies. The method employed in data analysis was multiple linear regression analysis, encompassing t-tests and f-tests after testing the data for validity, reliability, and classical assumptions. The classical assumption tests comprised multicollinearity, heteroskedasticity, and normality tests using SPSS software. The research findings indicate that flash sales do not have a significant effect, whereas free shipping significantly influences impulse buying.

This research aims to analyze the influence of Hedonic Shopping Motivation and Promotion on Impulse Buying and Shopping Lifestyle. The research results show that Hedonic Shopping Motivation does not have a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.835 and 0.793 (> 0.05) respectively. On the other hand, Promotion has a significant influence on Impulse Buying and Shopping Lifestyle with significance values of 0.004 and 0.000 (< 0.05) respectively. Additionally, Impulse Buying also has a significant influence on Shopping Lifestyle with a significance value of 0.000 (< 0.05). Path analysis reveals that the indirect influence of Hedonic Shopping Motivation is through Impulse Buying on Shopping Lifestyle is not significant, while the indirect influence of Promotion through Impulse Buying towards Shopping Lifestyle is significant. These findings emphasize the importance of promotional strategies in influencing consumer impulse shopping behavior and shopping lifestyles, and demonstrate the need for new approaches in understanding hedonic shopping motivations.  

In business, the store atmosphere can be an important factor in influencing the emotions that consumers feel when visiting a store so that it can influence purchasing decisions, both positively and negatively. Apart from store atmosphere, promotions can also influence impulse buying and positive emotions which act as mediators between store atmosphere variables and impulse buying and promotional variables on impulse buying. This research aims to determine the effect of store atmosphere and promotions on impulse buying through positive emotions as a mediating variable with a study conducted at McDonald's Jabodetabek. Data testing using quantitative methods was obtained through questionnaires with a total of 203 respondents which were processed using SEM-PLS where the software used was SmartPLS 4 to test descriptive statistics, outer model, inner model, Cronbach's Alpha, Composite Reliability & Average Variance Extracted (AVE), and hypothesis. The results of path coefficient testing show that the store atmosphere has an insignificant influence on impulse buying, but promotions and positive emotions have a positive and significant influence on impulse buying. Meanwhile, the mediating variable, namely positive emotions, shows the store atmosphere and promotions can partially have a positive and significant influence on impulse buying.

This research  is motivated by the community  that  is currently dependent on  the  facilities provided by the internet  , with the  facilities provided by   the  internet   the community is able to meet  everything The desired needs, one of which is  online  shopping transactions.The purpose of this study was to determine whether there is a significant influence between price discounts and  hedonic shopping motivation on impulse purchases in consumers Shoppe_id students FEB PGRI University Semarang class of  2017  /2019. In conducting this research,  researchers are guided by  previous studies and the research method used is quantitative  research with the determination of data  sources using non-probability  sampling and accidental samling, for the  validity of the  data  researchers  took from the Student Administration Bureau which had been processed by researchers using SPSS 26. The results of  the analysis in  this study stated that the price discount (X1) sig value of 0.035 which means that  the price discount have a significant effect  on impulse buying (Y),  while for hedonic shopping  motivation (X2) shows a sig  value of 0.000 which means motivasi   hedonic shopping  has a significant influence on impulse buying (Y).

This research aims to test how much influence Product Quality and Location have on Impulse Buying with Purchasing Decisions as an Intervening Variable for Bana Central Park Ujung Gading Consumers. The data collection method is through surveys and distributing questionnaires, with unknown population size, and determining a sample of 97 respondents obtained from the Concran Sugiyono formula. The analytical method used is Structural Equation Modeling (SEM) using SmartPLS 3.0. The research results obtained show that there is a significant positive influence of product quality on purchasing decisions. There is a significant positive influence of location on purchasing decisions. There is a significant positive influence on product quality on Impulse Buying. There is an insignificant positive effect of location on impulse buying. There is a significant positive influence of Product Quality on Impulse Buying through Purchasing Decisions. There is a significant positive influence of location on impulse buying through purchasing decisions.

This study aims to examine the effect of Brand Ambassadors and Flash Sale on Impulse Buying in the Shopee marketplace. The sampling technique in this study is Generation Z who uses the Shopee application. The instrument for collecting data in this study was a questionnaire with 120 respondents. In this study using multiple linear regression analysis using SPSS 26 software. The results of this study indicate that the Brand Ambassador (X1) and Flash Sale (X2) variables have a significant positive effect on Impulse Buying in the Shopee marketplace. In the coefficient of determination, the brand ambassador and flash sale variables have an effect of 36.4% on impulse buying consumers and the remaining 63.6% is influenced by other variables outside this study.

This research was conducted because the researcher saw an interest in purchasing on the TikTok Shop platform. This study has a purpose to understand the influence of influencers and hedonic shopping motivation on Impulse Purchases and the influence of Impulse Buying, Influencers and Hedonic Shopping Motivation on Purchasing Decisions at Tiktok Shop in Jabodetabek. This study uses purposive sampling and probability sampling techniques by taking 170 samples of TikTok Shop user respondents in JABODETABEK. Data collection using the G-form tool with a statement questionnaire with 4 levels of linear scale. This study uses PLS-SEM techniques in hypothesis testing and data validity. The conclusion obtained from this study is that hedonic shopping motivation in TikTok Shop users and Influencers used by TikTok Shop can influence user purchases, but TikTok Shop must re-improve strategies to increase impulse purchases in its users.