The Effect of TikTok Shop Impulse Buying On The Fashion Product Consumption Behavior Of Female Students At Smk Negeri 2 In Cirebon City
Main Article Content
Abstract
Background. Adolescent consumption patterns are influenced by the rise of social media platforms, such as TikTok Shop, which combine entertainment and shopping on a single platform.
Aims. This study investigates the impact of impulse buying on TikTok Shop on the fashion consumption behavior of female students at SMK Negeri 2 in Cirebon City.
Methods. The study employed a quantitative method and involved 77 respondents, selected using the Slovin formula with a 10% margin of error. Data were collected via a Likert-scale questionnaire and analyzed using SPSS 2023 through validity, reliability, normality, linearity, and simple linear regression tests.
Result. The analysis results indicate that impulse buying has a significant influence on consumption behavior. This means that the higher the students’ tendency to make impulsive purchases, the higher their consumption behavior. There is a significant and positive relationship between the tendency toward impulse buying and the students’ consumer behavior, with a correlation coefficient (R) of 0.548 and a coefficient of determination (R²) of 0.301. This implies that a one-unit increase in impulse buying will increase consumer behavior by 0.451, in accordance with the regression equation Y = 7.621 + 0.451X.
Conclusion. The results of this study are expected to help parents, educators, and digital marketers understand how social media, particularly TikTok, influences adolescent consumption behavior.
Implementation. These findings can also serve as a reference for teaching adolescents about financial literacy and how to exercise self-control while shopping in the internet age.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Clark, T. (Ed. ). (2000). Of minions and magnates: A commentary on Why we buy: The science of shopping. Journal of Marketing, 64(4). 122–123.
Digital 2024: Indonesia — DataReportal – Global Digital Insights. (n.d.). Retrieved January 8, 2026, from https://datareportal.com/reports/digital-2024-indonesia
Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16(3), 491–511. https://doi.org/10.1016/0167-4870(95)00023-H
Engel, J. F. ., Blackwell, R. D. ., & Miniard, P. W. . (1995). Consumer behavior. Dryden Press.
Fitriyani, N., Widodo, B., & Fauziah, N. (n.d.). Hubungan Antara Konformitas Dengan Perilaku Konsumtif Pada Mahasiswa di Genuk Indah Semarang.
Indonesia Sabet Posisi Kedua Sebagai Negara Pengguna TikTok Terbanyak di Dunia pada Awal 2023. (n.d.). Retrieved January 10, 2026, from https://databoks.katadata.co.id/media/statistik/466c6a6ff70d832/indonesia-sabet-posisi-kedua-sebagai-negara-pengguna-tiktok-terbanyak-di-dunia-pada-awal-2023
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2019). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science 2019 48:3, 48(3), 384–404. https://doi.org/10.1007/S11747-019-00670-W
Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08
Lang, R. (2024). Analisis Pola Perilaku Pembelian Impulsif Generasi Z di Pontianak pada Platform Social Commerce: SOR Theory. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 8(3). https://doi.org/10.29408/jpek.v8i3.27831
Nurfalah, F., Fajarianto, O., Wihayati, W., & Santika, R. N. (2020). Menciptakan Kepercayaan Diri Remaja Melalui Pengembangan Kepribadian (Vol. 3). Online.
Nurfalah, F., Kholil, ., Lestari, P., & Widaningsih, T. (2020). Students’ Self Identity Model on Social Media Instagram: A Case of Swadaya Gunung Jati University, Cirebon West Java, Indonesia. Asian Research Journal of Arts & Social Sciences, 1–13. https://doi.org/10.9734/ARJASS/2020/V12I230184
Perilaku Konsumen E-commerce Indonesia 2023. (n.d.). Retrieved January 10, 2026, from https://katadata.co.id/perilaku-ecommerce-2023
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105
Satya Pradhana, K., & Saputro, E. P. (2025). Pengaruh Live TikTok Shop Terhadap Perilaku Konsumtif di Kalangan Pengguna TikTok The Influence Of Live TikTok Shop On Consumer Behavior Among TikTok Users. 13(1).
Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26(2), 59. https://doi.org/10.2307/1248439
Sugiyono. (2013). Metode Penelitian Kuantitatif.
Terperangkap dalam iklan: meneropong imbas pesan iklan televisi - Sumartono - Google Buku. (n.d.). Retrieved January 10, 2026, from https://books.google.co.id/books/about/Terperangkap_dalam_iklan.html?hl=id&id=H9mVNAAACAAJ&redir_esc=y
Vitara, V., & Kurniawati1, M. (n.d.). Pengaruh Social Media Engagement TikTok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal.
Zhang, M., & Liu, Y. (2021). A commentary of TikTok recommendation algorithms in MIT Technology Review 2021. In Fundamental Research (Vol. 1, Number 6, pp. 846–847). KeAi Communications Co. https://doi.org/10.1016/j.fmre.2021.11.015