INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE 12(5)(2023) 86-97

Research in Business & Social Science

IJRBS VOL 12 NO 5 (2023) ISSN: 2147-4478
Available online at www.ssbfnet.com
Journal homepage: https://www.ssbfnet.com/ojs/index.php/ijrbs

The influence of intensity of TikTok use, utilitarian value, and hedonic

value on impulsive buying mediated by urge to buy impulsively
Vitria Zhuanita Rani (a)* Ainur Rofiq (b) Himmiyatul Amanah Jiwa Juwita (c)
(a)
Faculty of Economics and Business, University of Brawijaya, Lowokdoro Street, Sukun, Malang, 65149 Indonesia
(b,c)
Ph.D., Faculty of Economics and Business, University of Brawijaya, Malang, Indonesia

ARTICLE INFO ABSTRACT

Article history: The aim of this paper is to find out whether there is a relationship between the intensity of using Tiktok,
utilitarian value, hedonic value, and impulse buying. TikTok is a social commerce with a live shopping
Received 29 May 2023 service that provides convenience in online shopping and allows direct interaction with sellers while
Received in rev. form 28 June 2023 browsing social media without switching applications. This study uses the stimulus-organism-response
Accepted 17 July 2023 (SOR) theory, dividing the stimulus into internal and external factors. Internal factors include
utilitarian value and hedonic value, while external factors are the intensity of use of the TikTok
application. Respondents in this study are married women who use Tiktok. This research is causality
Keywords: research with a total sample of 120 respondents. The data collection method uses a questionnaire and
is analyzed using SEM-PLS. The findings of this study indicate that the intensity of TikTok use
Intensity of TikTok Use, Utilitarian
significantly affects impulse purchases. However, utilitarian and hedonic values have no significant
Value, and Hedonic Value, Impulsive effect on impulse purchases. For the mediating effect, the impulse to buy impulsively mediates the
Buying, Urge to Buy Impulsively, relationship between the intensity of TikTok use and the hedonic value of impulse buying. However, it
TikTok does not mediate the utilitarian value of impulse buying.

JEL Classification: © 2023 by the authors. Licensee SSBFNET, Istanbul, Turkey. This article is an open access article
O15 distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
(http://creativecommons.org/licenses/by/4.0/).

Introduction
Nowadays, the Internet has provided tremendous opportunities and unique features for communicating with consumers. The Internet
lets consumers find information and entertainment quickly through videos and images (Scarpi, 2012). The Internet is a social media
used by entrepreneurs to communicate with consumers. Akram et al. (2017) state that social media is critical in online impulse
purchases. This social media can present information with attractive images and videos that encourage people to buy impulsively
online. In the case of impulse purchases on e-commerce, social media is the most effective means of supporting impulse purchases
if done accurately. Using e-commerce makes purchasing fun, easy, calm, and without many complicated steps. This can be a stimulus
that encourages impulse buying.

TikTok is a social commerce that users in Indonesia are interested in because it is Southeast Asia's most prominent live shopping and
community group buying market. Data shows the use of social commerce platforms in driving the growth of Southeast Asian e-
commerce transactions, with an estimated total value of $42 billion in 2022. As many as 15,000 respondents in Indonesia, Singapore,
Malaysia, the Philippines, Thailand, and Vietnam participated in this report survey. Furthermore, 55% of internet users in Indonesia
and Thailand allocate spending on social commerce platforms $100 and $180 per user per year, respectively (Anestia, 2022).

Consumers enjoy shopping more than buying what they need (Beatty & Ferrell, 1998). This pattern commonly occurs in social
commerce environments because social commerce offers convenient search (or browsing), purchase, and payment (Chung et al.,
2017). Enjoyment behavior is related to hedonistic behavior. Hedonism is the side of shopping associated with fun and enjoyment,
thus reflecting the experiential side of shopping, which consists of pleasure, curiosity, fantasy, escape, and fun. In contrast,
utilitarianism is described as task-related and rational, meaning a product is purchased efficiently and rationally.

* Corresponding author. ORCID ID: 0009-0001-3575-0632

© 2023 by the authors. Hosting by SSBFNET. Peer review under responsibility of Center for Strategic Studies in Business and Finance.
https://doi.org/10.20525/ijrbs.v12i5.2690
 Rani et al., International Journal of Research in Business & Social Science 12(5) (2023), 86-97

Herabadi et al. (2009) research shows that urge to buy impulsively are deeply rooted in personality. Therefore, personality becomes
a relatively stable individual difference variable. From this, personality is an essential factor in impulse buying. Lee et al. (2015)
stated that when consuming social media, most consumers are driven by hedonic motivations, such as social fulfillment, online
identity creation, self-expression, and escapism. On the other hand, Luna-Huertas & Martínez (2006) stated that the motivations that
drive consumer behavior include (a) functional or utilitarian and (b) nonfunctional emotional or hedonic.
Ek Styvén et al. (2017) argue that consumers with high impulsive buying tendencies (IBT) tend to be women and often shop online
with a higher level of trust in the internet. In another case, Kotler et al., 2020: 34) also mentioned that women are household managers
de facto. The household manager's decision can be the key to winning market share in the digital economy. Women can analyze and
assess several things at once, and sometimes what they do is not based on thinking. Purchasing decisions in a family tend to be
controlled by women (Kartajaya, 2019: 292).
This research adopts the SOR (stimulus-organism-response) framework to study consumer behavior using Tiktok social media.
Researchers use the intensity of TikTok use as a stimulus that affects consumers, impulse buying as an organism, and impulse buying
as a response. Lim et al. (2017) state that the SOR theory supports the framework that supports impulsive buying behavior. According
to Leong et al. (2018), the SOR theory has been proven to explain consumer impulse buying. This model effectively influences
persuasion due to the intense communication between individuals or specific groups in social media. The stimulus used in this study
is the intensity of using Tiktok (external), utilitarian value, and hedonic value (internal). Furthermore, the organism uses the variable
impulse buying as an emotional medium. Furthermore, the response that occurs is in the form of impulse buying.

Literature Review
Theoretical and Conceptual Background

Impulse Buying
The impulsive system produces an automatic and unconscious urge to perform a behavior (Xu et al., 2020). According to Lo et al.
(2016), impulse buying online is a manifestation of consumers' failure to control shopping impulses when faced with consumptive
stimuli. Urge to buy impulsively are generally deeply rooted in personality (Badgaiyan & Verma, 2014). In addition, they also
mentioned that women and people higher on neuroticism, extraversion, and impulsivity are more involved in impulse buying.

Stimuli-Organism-Response (SOR)
The SOR framework is the most commonly used theoretical foundation in online impulse buying studies (Chan et al., 2017). Research
on online impulse buying consistently examines the relationship between environmental stimuli, consumers' cognitive and affective
reactions, and the resulting behavior. The three main elements of the SOR framework are the stimulus (S) which is the trigger that
arouses the consumer. The organism (O) is the consumer's internal evaluation, and the response (R), which is the result of the
consumer's reaction to the impulse purchase stimulus and their internal evaluation (Chan et al., 2017). Stimulus is a trigger that
arouses consumers. There are two types of stimuli, namely internal and external. Internal stimuli are consumer characteristics, while
external stimuli can be marketing and situational.
Social Commerce

Social commerce refers to the utilization of Web 2.0 in e-commerce, specifically the core features of Web 2.0, such as user-generated
content and content sharing. The impact of Web 2.0 on e-commerce can be seen in business results and consumer social interactions.
Web 2.0 significantly affects business transactions and the reliability of business reputation systems. It can also strengthen business
relationships with consumers, identify new business opportunities, and support product and brand development. It also enables
businesses to provide high-quality products, putting them in a better position to predict market trends and maximize the effectiveness
of their marketing campaigns (Huang & Benyoucef, 2013).

TikTok
TikTok is a video-sharing mobile app that encourages users to upload short videos (usually under 3 minutes) with built-in special
effects, filters, and stickers. Since its introduction, TikTok has enjoyed dramatic growth, quickly becoming one of the most popular
social media in the world and cultivating a receptive and engaged community around its videos. TikTok's unique feature
differentiating it from other social media apps is live streaming. Live streaming is usually a product introduction to consumers, where
some sellers provide direct discounts if you buy during the live stream.
Utilitarian Value

Utilitarian value is an overall assessment (i.e., judgment) of functional benefits and tradeoffs. Utilitarian value is relevant for task-
specific online shopping uses, such as purchase consideration (i.e., considering product features, services, and prices before the actual
purchase). Utilitarian value incorporates more cognitive aspects of the attitude, such as the economy of value for money and
considerations of convenience and time savings. For example, a shopper may shop online because of the convenience of finding and
comparing merchants, price/quality evaluation ratio, and temporal and psychological resource recovery (Overby & Lee, 2006).

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Hedonic Value

Scarpi (2012) mentions that consumers who enjoy spending time shopping and have a hedonic attitude can browse, enjoy videos,
and view many products. Hedonism is the positive side of shopping, and it is associated with fun and excitement rather than task
completion. Hedonic consumers enjoy online purchases because of the unique features of this form of shopping (such as videos, and
animations) and because it is fun.
Urge to Buy Impulsively

The urge to buy impulsively is an irrational desire and can be manifested as an intention to buy impulsively (Beatty & Ferrell, 1998).
The urge felt to buy impulsively becomes a condition experienced when meeting an object in the environment. This urge precedes
actual impulsive action, occurs spontaneously, and is sudden. Impulse buying itself becomes the last dependent variable, where
impulse buying involves the actual purchase of this product or the fulfillment of desires. Meanwhile, the urge to buy impulsively is
only an intention from within the consumer.

Conceptual Framework of The Research

This research utilizes the Stimuli-Organism-Response framework. This framework examined how consumers' reasons for shopping
and website stimuli influence their attitudes toward online shopping, their ability to regulate emotional purchases, and their
repurchase intentions (Peng & Kim, 2014).
Based on the Stimuli-Organism-Response framework, online environmental cues influence customer emotions and intentions. There
is a significant relationship between web aesthetics, online shoppers, perceived service quality, and satisfaction (Kang et al., 2021).
The shopping environment evokes an emotional response, making shoppers perceive substantial differences in the affective quality
of the store (Babin et al., 1994). Many online consumers are motivated to perform online shopping due to the stimulating effects of
attractive websites. These social interactions can influence consumer impulse buying behavior (Dey & Srivastava, 2017).
The hypothesis in this study is as follows is:

H1: The intensity of TikTok use has a significant effect on impulsive buying

H2: Utilitarian value has a significant effect on impulsive buying

H3: Hedonic value has a significant effect on impulsive buying

H4: The effect of TikTok use on impulsive buying is mediated by urge to buy impulsively
H5: The effect of utilitarian value on impulsive buying is mediated by urge to buy impulsively

H6: The effect of hedonic value on impulsive buying is mediated by urge to buy impulsively

Figure 1: Research Framework and Hypothesis; Source: Primary data processed, 2023
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Research And Methodology

Participants and Data Collection
This type of research is causality research with a quantitative approach. This research aims to analyze the influence (cause-and-effect)
between variables. Causality research is often designed to collect data describing objects' characteristics (such as people,
organizations, products, or brands), events, or situations. The quantitative approach is research that emphasizes the analysis of
numerical data processed using statistical methods. Quantitative research usually uses a deductive approach, where the research is
conducted to test a theory on a topic of interest. A theory is an organized set of assumptions that produce testable predictions. In
deductive reasoning, researchers work from the more general to the more specific (Sekaran & Bougie, 2016).

This research was conducted in East Java. East Java was chosen as the research site because it has the second-highest female
population, with 20,761,748. With such a high population, East Java can represent this research. East Java also has cities in the tier
two category, where these cities have a relatively rapid growth of social commerce (Adiwaluyo, 2022).

The criteria that respondents must have are as follows:

i. female
ii. married
iii. live in East Java
iv. use the Tiktok application
v. have made online purchases on Tiktok

Data Analysis

The method of data analysis uses SEM (Structural Equation Modeling) based on Partial Least Square (PLS) that uses SmartPLS 3.0
software application.
Measurements

All indicators used to measure the variables in this study were adopted from several previous studies. Indicators of the usage intensity
variable were adopted from Leong et al. (2018). Utilitarian value is referred from Lim et al. (2017) and Rintamäki et al. (2006).
Kshatriya & Sharad Shah (2021) and Chung et al. (2017) adopted the Hedonic value. Impulse buying is adopted by Chung et al.
(2017). Impulse buying is referred from Leong et al. (2018).

Findings
Result
All respondents were female, following the criteria of this study. The majority of respondents were aged 18-25 years, as many as 50
people (42%), followed by women aged 26-35 years, as many as 37 people (31%), aged 36-45 years, as many as 25 people (21%),
and aged> 45 years as many as eight people (7%). This is because many Tiktok users come from younger circles.
Respondents are dominated by women who do not work; as many as 86 people (72%), while the rest are women who work. The last
education of the respondents was mostly S1, where there were 74 people (62%), followed by high school education and the equivalent
of 40 people (33%), and S2, as many as six people (5%).

The most common items purchased by respondents were fashion items. A total of 81 people have bought fashion items on Tiktok.
Furthermore, there are beauty products purchased by 59 people, food products purchased by 37 people, household appliances by 33
people, cellphones and accessories by seven people, and 25 people bought goods other than the abovementioned types.

Analisis Patrial Least Square (PLS)

Testing the structural model using Partial Least Square, which aims to see the relationship between variables in the study. Several
stages in testing using PLS include: 1) evaluation of the constructed model (outer model); and 2) evaluation of the structural model
(inner model). The PLS test in this study used the smartPLS 3.0 application.
A pilot test was carried out before distributing questionnaires to actual respondents. The aim is to reduce respondents' problems in
answering questions on the questionnaire, which will impact the high reliability and validity of the questionnaire. This is because the
questionnaire has never been used for research on the research object in this study.

This pilot test was carried out by distributing 30 sheets of questionnaires to several people who fit the criteria for respondents in this
study. Respondents of 30 people are considered sufficient to conduct a pilot test, namely with a sample size of> 30 and < 500
respondents (Sekaran & Bougle, 2013: 269).

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The results obtained after distributing questionnaires to respondents will be processed to test the level of validity and reliability. The
pilot test results will be tested using SmartPLS 3.0. When the Outer Loadings value> 0.7, the indicator is declared valid. The results
of the calculation of outer loadings are presented in the following table:

Table 1: Outer Loadings

Item IP NU NH DMI PI
IP1 0.869
IP2 0.793
IP3 0.943
IP4 0.838
IP5 0.806
IP6 0.556
NU1 0.748
NU2 0.931
NU3 0.874
NU4 0.833
NU5 0.896
NU6 0.943
NH1 0.899
NH2 0.813
NH3 0.676
NH4 0.865
NH5 0.776
NH6 0.828
DMI1 0.853
DMI2 0.903
DMI3 0.960
DMI4 0.881
PI1 0.942
PI2 0.948
PI3 0.948
PI4 0.784
PI5 0.844
Source: Primary data processed, 2023
Based on the measurement of cross-loading in the table above, it can be seen that almost all dimensions that measure the variables
of Intensity of Use of Tiktok, Ulitarian Value, Hedonic Value, Urge to Buy, and Impulse Buying are declared valid. However, in IP6
and NH3, the cross-loading value is less than 0.7, so it is declared invalid.

Table 2: Conclusion of Using Questionnaire Item

Item Outer Loading Result

IP1 0.869 Used
IP2 0.793 Used
IP3 0.943 Used
IP4 0.838 Used
IP5 0.806 Used
IP6 0.556 Not used
NU1 0.748 Used
NU2 0.931 Used
NU3 0.874 Used
NU4 0.833 Used
NU5 0.896 Used
NU6 0.943 Used
NH1 0.899 Used
NH2 0.813 Used
NH3 0.676 Not used
NH4 0.865 Used

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Table Cont’d
NH5 0.776 Used
NH6 0.828 Used
DMI1 0.853 Used
DMI2 0.903 Used
DMI3 0.960 Used
DMI4 0.881 Used
PI1 0.942 Used
PI2 0.948 Used
PI3 0.948 Used
PI4 0.784 Used
PI5 0.844 Used
Source: Primary data processed, 2023

Construct validity and reliability are known through a summary of Cronbach's Alpha, Composite Reliability, and Average Variance
Extracted. This can be seen in Table 3 below:

Construct Validity & Reliability

Table 3: Construct Validity and Reliability

Cronbach's Alpha rho_A Composite Reliability Average Variance Extracted (AVE)

IP 0.891 0.936 0.918 0.656
NU 0.936 0.944 0.950 0.763
NH 0.895 0.899 0.920 0.660
DMI 0.921 0.926 0.945 0.811
PI 0.937 0.949 0.953 0.802
Source: Primary data processed, 2023

Annotation
IP = Intensity of TikTok Use
NU = Utilitarian Value
NH = Hedonic Value
DMI = Urge to Buy Impulsively
PI = Impulsive Buying
Furthermore, in the reliability test, based on the rule of thumb that refers to (Abdillah & Hartono, 2015: 196), if Cronbach's alpha or
composite reliability value is greater than 0.7 and the average variance extracted is greater than 0.5, the item is declared reliable. So
the reliability test on the pilot test has been fulfilled.

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Figure 2: Evaluation of the Structural Model / Inner Model

Goodness of Fit Model

The goodness of fit model is used to determine the ability of exogenous variables to explain the diversity of endogenous variables,
or in other words, to determine the contribution of exogenous variables to endogenous variables. The goodness of fit Model in PLS
analysis uses the coefficient of determination (R-Square) and Q-Square predictive relevance (Q2).

The Goodness of fit Model results has been summarized in the following table:
Table 4: Goodnes of Fit Model

R-Square R-Square Adjusted

DMI 0.680 0.672

PI 0.820 0.814

Source: Primary data processed, 2023

The R-square of the impulse buy variable is 0.680 or 68%. This can show that the impulse buying variable can be explained by the
variable intensity of use of Tiktok, utilitarian value, hedonic value by 68%, or in other words, the contribution of the variable intensity
of use of Tiktok, utilitarian value, hedonic value to the impulse buying variable is 68%. In comparison, the remaining 32% contributes
to other factors not discussed in this study.

The R-square of the impulse purchase variable is 0.820 or 82%. This can show that the impulse buying variable can explain the
impulse buying variable by 82%, or in other words, the contribution of the impulse buying variable to the impulse buying variable is
82%. In comparison, the remaining 18% contributes to other factors not discussed in this study.

Next, to determine the level of influence of exogenous variables on endogenous variables, it can be seen through the effect size (f-
square), where if the effect size (f-square) is around 0.02 - 0.15, the exogenous variable has little effect on the endogenous variable.
Then if the effect size (f-square) is around 0.15 - 0.35, the exogenous variable has a considerable influence on the endogenous
variable. Then if the effect size (f-square) is more than 0.35, the exogenous variable greatly influences the endogenous variable. The
effect size (f-square) results are summarized in the following table:

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Table 5: F-Square

F-Square T Statistics P Values

IP -> PI 0.032 0.927 0.354

IP -> DMI 0.263 2.277 0.023

NU -> PI 0.001 0.047 0.962

NU -> DMI 0.023 0.643 0.521

NH -> PI 0.045 0.809 0.419

NH -> DMI 0.222 2.079 0.038

DMI -> PI 0.879 3.093 0.002

Source: Primary data processed, 2023

The effect of TikTok usage intensity on impulse buying resulted in an effect size of 0.263. The test results show that the effect size
of the effect of intensity of using Tiktok on the impulse to buy impulsively is in the 0.15 - 0.35 criteria. This means that the intensity
of using Tiktok greatly influences the impulse to give impulsively.

The effect of utilitarian value on impulse buying resulted in an effect size of 0.023. The test results show that the effect size of the
influence of utilitarian values on impulse buying is below 0.35. This means that utilitarian values have a considerable influence on
impulse buying.
The effect of hedonic value on impulse buying resulted in an effect size of 0.222. The test results show that the effect size of the
influence of hedonic values on impulse buying is in the 0.15 - 0.35 criteria. This means that hedonic value has a big influence on
impulse buying.

The effect of impulse buying on impulse buying results in an effect size of 0.979. The test results show that the effect size of the
influence of impulse buying on impulse buying is in the criteria above 0.35. This means that impulse buying has a considerable
influence on impulse buying.

Direct effect hypothesis testing is used to test whether exogenous variables have a direct effect on endogenous variables. The test
criteria state that if the T statistic ≥ T table (1.96) or p-value ≤ level of significance (alpha = 5%), it is stated that there is a significant
effect of exogenous variables on endogenous variables. The results of testing the direct effect hypothesis can be seen in the following
table:

Table 6: Inner Model

Path Coefficient T Statistics P Values

IP -> PI 0.114 2.021 0.043

IP -> DMI 0.385 5.466 0.000

NU -> PI -0.018 0.280 0.780

NU -> DMI 0.124 1.455 0.146

NH -> PI 0.158 1.824 0.068

NH -> DMI 0.423 4.671 0.000

DMI -> PI 0.704 9.347 0.000

Source: Primary data processed, 2023

Based on the t statistic> t table (1.96) or p-value < level of significance (alpha = 5%), the hypotheses that support impulse buying
are obtained, including the intensity of Tiktok use has a significant effect on impulse buying, the urge to buy impulsively mediates
the relationship between the intensity of Tiktok use and impulse buying, and the urge to buy impulsively mediates the relationship
between hedonic value and impulse buying. For hypotheses that do not support impulsive buying, including utilitarian value has a
significant effect on impulse buying, hedonic value has a significant effect on impulse buying, and the urge to buy impulsively
mediates the relationship between utilitarian value and impulse buying.

Indirect effect hypothesis testing is carried out to test whether exogenous variables have an indirect effect on endogenous variables
through mediating variables. Indirect influence testing uses the Sobel Test technique. The test criteria state that if the T statistic ≥ T
table (1.96) or p-value ≤ level of significance (alpha = 5%), it is stated that there is a significant effect of exogenous variables on

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endogenous variables through mediating variables. The results of testing the indirect effect hypothesis can be seen through the
summary in the following table:
Table 7: Results of Indirect Effect on the Inner Model

Indirect Effect T Statistics P Values

IP -> DMI -> PI 0.271 5.083 0.000

NU -> DMI -> PI 0.087 1.467 0.143

NH -> DMI -> PI 0.298 3.687 0.000

Source: Primary data processed, 2023

Based on the tests listed in the table above, it can be seen that the effect of the intensity of using tiktok on impulse buying through
encouragement to buy impulsively produces a T statistic of 5,083 with a p-value of 0,000. The test results show that the T statistic>
T table (1.96) and p-value < level of significance (alpha = 5%). This means there is a significant influence on the intensity of using
tiktok on impulse buying through the urge to buy impulsively. The indirect coefficient generated by the effect of the intensity of
using TikTok on impulse buying through the impulse to buy impulsively is 0.271. This shows that the intensity of using TikTok
positively and significantly affects impulse buying through impulse buying. Thus, the higher impulse to buy impulsively caused by
the higher intensity of use of TikTok tends to increase impulse purchases.
The effect of utilitarian value on impulse buying through impulse buying resulted in a T statistic of 1.467 with a p-value of 0.143.
The test results show that T statistic > T table (1.96) and p-value < level of significance (alpha = 5%). This means that there is a
significant influence of utilitarian values on impulse buying through the urge to buy impulsively. The indirect coefficient generated
by the effect of utilitarian value on impulse buying through impulse buying is 0.087. This shows that utilitarian values do not
significantly affect impulse purchases through impulse buying.
The effect of hedonic value on impulse buying through impulse buying resulted in a T statistic of 3.687 with a p-value of 0.000. The
test results show that the T statistic> T table (1.96) and p-value < level of significance (alpha = 5%). This means that there is a
significant influence of hedonic value on impulse buying through the urge to buy impulsively. The indirect coefficient generated by
the effect of hedonic value on impulse buying through impulse buying is 0.298. This shows that hedonic value has a positive and
significant effect on impulse buying through impulse buying. Thus, the higher the impulse to buy impulsively caused by the higher
hedonic value tends to increase impulse buying.

Based on research conducted on married female respondents in East Java, the results are summarized as follows.

Table 8: Hypothesis Testing Results

Hypothesis Path Coefficients P Values Result

H1: Intensity of TikTok Use → Impulsive Buying 0.114 0.043 Accepted
H2: Utilitarian Value → Impulsive Buying -0.018 0.780 Rejected

H3: Hedonic Value → Impulsive Buying 0.158 0.068 Rejected

H4: Intensity of TikTok Use → Urge to Buy 0.271 0.000 Accepted

Impulsively →Impulsive Buying
H5: Utilitarian Value → Urge to Buy Impulsively → 0.087 0.143 Rejected
Impulsive Buying
H6: Hedonic Value → Urge to Buy Impulsively → dan 0.298 0.000 Accepted
Impulsive Buying
Source: Primary data processed, 2023

Discussion
The intensity of TikTok use has a significant effect on impulsive buying

This study proves that the intensity of using social commerce, especially Tiktok, has a significant effect on online impulse purchases.
This supports research conducted (Chen & Teng, 2011) where impulse purchases can be influenced by intrapersonal such as friend
recommendations and items that have been purchased by many people before.

In addition, other studies also support that the use of social media affects impulse buying, especially for female consumers (Djafarova
& Bowes, 2021; Al-Zyoud, 2018; Venkata Lakshmi, 2018).

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Aragoncillo & Orús (2018) also argue in their research that the factors driving impulse buying on social media are the large variety
of products, better marketing techniques, being able to use a variety of payments, anonymity, lack of human contact, ease and
convenient access, and how consumers can influence other consumers by sharing pictures and videos that can stimulate impulse
buying. Social media can help build a positive image that encourages impulse buying.

Alisha (2017) states that online consumers inherit the pleasure of online shopping; they have become accustomed to the buying
process through social media. Social media plays an important role when consumers search for and evaluate information. However,
this also affects purchasing decisions. Consumers skip the judgment stage in their purchase decision process, and the pleasure of
shopping induces impulse buying.

When buying, consumers are influenced by three factors (Kotler et al., 2020, pp. 22-23). First, consumers are influenced by various
media advertisements. With stunning messages and persuasive presentations, advertisements can encourage consumers to fulfill their
needs. Second, consumers are persuaded by the opinions of friends and family. Third, consumers are influenced by past experiences
that match personal opinions and attitudes toward certain brands.
Utilitarian value has a significant effect on impulsive buying

Utilitarian value is concluded to have no significant effect on impulse purchases. This contradicts Luna-Huertas & Martínez's research
(2006), which states that utilitarian value can induce impulse buying.
This is because Tiktok is more of an entertainment medium than convenience and savings in shopping. Users tend to switch from
one video to another. Users prefer videos containing information, news, or entertainment than live streaming containing product
marketing.
The Hedonic value has a significant effect on impulsive buying.

The results of this study reveal that hedonic value has no significant effect on impulse buying. This contradicts research by Evangelin
et al. (2021), where consumers with hedonic values tend to fulfill pleasure and automatically result in online impulse purchases.

This is because married women become financial managers in the household. They have many considerations in making purchases
outside of entertainment and exploration. TikTok provides much entertainment and exploration to hedonic users, but only up to that
without inducing impulsive buying behavior.

As Aragoncillo & Orús (2018) said, online purchases have several limitations: the delayed pleasure of getting goods, the inability to
activate the five senses, and the cost of shipping or returns. Some of these things are also the reason this hypothesis is rejected.

The effect of intensity of TikTok use, utilitarian value, and hedonic value is mediated by urge to buy impulsively

In Beatty & Ferrell's research (1998), it is stated that impulse buying is preceded by an urge to buy (i.e., initial approach behavior).
This urge becomes an important intervening variable between the actual impulse purchase and some of its stimuli.

Impulse buying always comes from an urge (Lee et al., 2021). The urge to buy impulsively becomes one type of unplanned emotion.
That is, when individuals buy products, people do not think deeply about the need for the product. The urge to buy impulsively is the
main intention of consumer impulse buying behavior because it leads to impulse purchases.

The urge to buy impulsively mediates the relationship between the intensity of TikTok use and impulse buying. The higher impulse
to buy impulsively is caused by the more effective intensity of TikTok use and tends to increase impulse purchases.

When Tiktok users spend more time looking at a product, they may become fond of the product and make an impulse purchase.
Unlike conventional purchases, online purchases can be made anywhere and anytime (Leong et al., 2018). As the frequency of Tiktok
(social media) use increases, consumers will likely be lured by certain items (Leong et al., 2018).

In the next variable, impulse buying does not mediate the relationship between utilitarian value and impulse buying. There is no
mediation effect on this relationship. However, impulse buying drives mediate the relationship between hedonic value and impulse
buying. The higher impulse buying impulse is caused by, the more effective hedonic value and tends to increase impulse buying.
Hedonic consumers tend to fulfill all pleasures because of an emotional bond between hedonic motivation and unplanned purchases
(Evangelin et al., 2021).

Conclusions
This study was conducted to test whether there is an influence of external and internal stimuli that affect online impulse purchases.
The intensity of using Tiktok as an external stimulus while utilitarian value and hedonic value as internal stimuli. Based on the results
of data analysis and discussion in the previous chapter, usage intensity significantly affects impulse purchases. This can be a reference
for sellers to maximize using Tiktok as a sales medium.

Utilitarian value and hedonic value have no significant effect on impulse purchases. This is because Tiktok is considered an
entertainment medium, not a medium for buying and selling, especially for married women.

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In mediation, the impulse to buy impulsively mediates the relationship between the intensity of TikTok use and impulse buying. The
higher impulse to buy impulsively is caused by the more effective intensity of TikTok use and tends to increase impulse buying.
Impulse buying also mediates the relationship between hedonic value and impulse buying. The more effective hedonic value causes
a higher impulse to buy impulsively and tends to increase impulse purchases. Hedonic consumers tend to fulfill all pleasures because
of an emotional bond between hedonic motivation and unplanned purchases (Evangelin et al., 2021). However, impulse buying did
not mediate the relationship between utilitarian value and impulse buying. There is no mediation effect on this relationship.

Recommendations
For Merchants/Marketers

Social commerce positively impacts merchants because it makes reaching a wider range of potential customers via the Internet
possible. Sellers can utilize the live streaming service on the Tiktok application as a means for traders to offer users merchandise;
this is commonly referred to as live shopping.

In addition, sellers can create creative and educational content to be more interesting than live streaming. With creative and
educational content, it can attract consumers' desire to buy by implication or commonly called soft selling.

For Consumers

Social commerce offers convenience in viewing various types of products, reading product reviews, and even making buying and
selling transactions online. This does not rule out the possibility of making consumers have dark eyes and easily tempted to spend
their money to buy a product the merchant offers.

To be a wise consumer, several things need to be considered in transacting on social commerce, including reading carefully the
features of the product you want to buy so you do not make the wrong purchase, looking at the merchant's rating whether the merchant
is trusted or a problematic merchant, avoiding purchases on credit because they have considerable interest.
For Further Researchers

This research still has limitations, especially in the object of research, which only takes respondents from one region with a fairly
small number of respondents; it is hoped that future researchers will try to compare several regions in Indonesia and increase the
number of respondents to reduce bias in this study. Future research can also add the number of subjects studied, which can impact
the quality of the research results.
Acknowledgement
Author Contributions: Conceptualization, Methodology, Data Collection, Formal Analysis, Writing—Original Draft Preparation,Writing—Review
And Editing by authors. All authors have read and agreed to the published the final version of the manuscript.
Institutional Review Board Statement: Ethical review and approval were waived for this study, due to that the research does not deal with
vulnerable groups or sensitive issues.
Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly
available due to privacy.
Conflicts of Interest: The authors declare no conflict of interest.

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