Product-Related Tiktok Content Stimuli And Emotional Mechanisms Driving Gen Z Impulse Buying
Keywords:
Impulse Buying, Arousal, Pleasure, Product-Related Content Stimuli, TikTok
Abstract
This study aims to analyze external factors influencing the online impulse buying behavior of Generation Z in Indonesia through product-related video content on the TikTok platform, using the Stimulus–Organism–Response (SOR) theoretical framework. The stimulus variables studied include time pressure, quantity pressure, economic benefits, social influence, visuals, and personalization, while the organism variables consist of arousal and pleasure. The research method uses Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the relationship between variables based on data obtained from Gen Z TikTok users. The results show that time pressure and quantity pressure have a significant effect on arousal, but not on pleasure. In contrast, economic benefits, social influence, visuals, and personalization have a positive effect on both emotional aspects. Furthermore, arousal and pleasure both have a significant influence on online impulse buying behavior, with arousal showing a stronger influence. These findings confirm that psychological mechanisms involving emotional responses play a significant role in driving impulse buying in Gen Z, and provide practical implications for businesses in designing product content-based digital marketing strategies on TikTok.References
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Published
2025-12-19
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Lestari, S. A., & Hayu, R. S. (2025). Product-Related Tiktok Content Stimuli And Emotional Mechanisms Driving Gen Z Impulse Buying . Kontigensi : Jurnal Ilmiah Manajemen, 13(2), 964-997. https://doi.org/10.56457/jimk.v13i2.841
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