A Study on Impulsive Buying Behaviour on TikTok among University Students in Indonesia, Java

This study examined factors shaping impulsive buying behavior on TikTok among university students in Java, Indonesia. Using a quantitative, deductive approach and guided by the Theory of Planned Behavior, data were collected via an online questionnaire from participants who had previously made purchases on TikTok. Pearson correlation and multiple regression analyses assessed the roles of social networks, low self-control, and targeted advertising. Findings showed that social networks and low self-control significantly influenced impulsive buying behavior, indicating that communal interactions and personal self-regulation critically affect purchasing decisions. Although positive response to targeted advertising correlated positively, it did not significantly predict impulsive buying in the regression model. These results enhance understanding of digital consumer behavior and can inform marketers, educators, and policymakers seeking to promote responsible consumption. Future research should address sample diversity and explore other platforms or qualitative methods to build a more comprehensive picture of online impulsive buying