Published date: Oct 30 2023

Journal Title: KnE Social Sciences

Issue title: 5th Social and Humaniora Research Symposium (5th SoRes)

Pages: 862–878

DOI: 10.18502/kss.v8i18.14291

Yudha Dwi Nugrahayudhadnoegraha@gmail.comDepartment of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia

Rezi Muhamad Taufik PermanaDepartment of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia

Azib .Department of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia

Deno HadiartiDepartment of Management, Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia

This study employs the S-O-R Framework to investigate the factors influencing browsing and impulsive consumption of cosmetic products among Muslim women on TikTok Shop. The primary focus of this investigation is to understand impulsive buying behavior among Muslim women customers in Indonesia. The findings of this research offer valuable insights to companies and cosmetic brands seeking to enhance their marketing strategies for stimulating impulsive behavior among Muslim women customers on TikTok Shop. To gather data, an online survey was conducted, involving 100 Muslim women consumers. Covariance-based structural equation modeling was utilized to assess two hypotheses. The results indicate that store promotion has a positive and significant relationship with hedonic browsing. Additionally, hedonic browsing was found to have a positive and significant effect on impulse purchase behavior. The implications of these findings for managers and scholars are further discussed.

Keywords: store promotion, hedonic browsing, impulse purchase behavior

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