THE IMPACT OF ELECTRONIC WORD OF MOUTH DIMENSIONS AND HEDONIC SHOPPING MOTIVATIONS ON TIKTOK USER’S ONLINE IMPULSIVE BUYING BEHAVIOR OF MAKEUP PRODUCTS

• Main Author: Fadillah, Farsya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57956
• Institution: Institut Teknologi Bandung

Social media and its impact on customers impulse buying behaviour have been widely discussed by journals, but there are gaps in the literature that exist in terms of the social media platform, products, research location, and the variables discussed. Previous studies found electronic word of mouth (eWOM) and hedonic shopping motivations are the factors that have a huge impact on online impulsive buying behaviour. With TikTok and cosmetic industry's significant growth, this study is aimed to fill the research gaps by discussing the impacts of eWOM dimensions and hedonic shopping motivations, also identify the factors and how does it impact the customer’s online impulsive buying behaviour of makeup products on TikTok. This study is using mix methods, first using a qualitative approach using interview to identify the factors that might be missing from the preceding literature review. Then quantitative approach using online survey method to validate the knowledge, findings, and variables from the interview method. Respondents who involved in this study are 10 from interviews and 400 from online survey. The qualitative data are analysed using coding, and the and the quantitative data analysed using descriptive analysis and multiple linear regression. The results of the interview research adds an additional variable, it is the model. Results of this study indicate that eWOM content dimension, model, gratification shopping, and value shopping are considered as factors impacting customers online impulsive buying behaviour. It is also known from this study that eWOM dimensions (intensity, valence of opinion, and content), and adventure shopping, idea shopping, role shopping of hedonic shopping motivations does not have a positive impact on online impulsive buying behaviour, while gratification and value shopping of hedonic shopping motivations, also model have a positive impact on online impulsive buying behaviour. With the results obtained, this study fill the research gaps and deepen the understanding of online impulse buying behaviour on Tiktok.