September 10, 2025International Journal of Business and Applied EconomicsOpen Access

Determination of Trust and Online Sales Promotion on Impulsive Buying in TikTok Shop: An Empirical Study on Gen Z in Purwokerto

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Authors

DDDwi Nur DiarosianiMuhammadiyah University Purwokerto THTotok HaryantoMuhammadiyah University Purwokerto

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Implication

Empirical analysis finds positive impact of trust and online sales promotions on impulsive buying in Gen Z, suggesting marketing strategies are essential.

Key Points

Trust and online sales promotions significantly enhance impulsive purchasing behavior in Gen Z users.
Quantitative analysis involving 147 respondents revealed that trust has a critical role in driving impulsive buying.
Using SEM-PLS, the study highlighted that security and ease of use do not significantly affect purchasing decisions.
Results underscore the need for businesses to invest in building trust and attractive promotions to engage young consumers.

Cite This Study

Diarosiani et al. (2025) studied this question.

synapsesocial.com/papers/68c24236b210217d647a2bcb https://doi.org/10.55927/ijbae.v4i4.239

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Implication

Empirical analysis finds positive impact of trust and online sales promotions on impulsive buying in Gen Z, suggesting marketing strategies are essential.

Determination of Trust and Online Sales Promotion on Impulsive Buying in TikTok Shop: An Empirical Study on Gen Z in Purwokerto

Discussion

Member takes

Implication

Key Points

Cite This Study

Determination of Trust and Online Sales Promotion on Impulsive Buying in TikTok Shop: An Empirical Study on Gen Z in Purwokerto

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider