THE ROLE OF PERCEIVED ENJOYMENT IN MEDIATING THE INFLUENCE OF INTERACTIVITY, ATTRACTIVENESS, AND SOCIAL PRESENCE ON IMPULSIVE BUYING IN TIKTOK LIVE STREAMING (CASE STUDY ON BATIK NAWILIS)

Maisya Rosada; Umi  Widyastuti; Meta Bara  Berutu

doi:10.53067/ijomral.v5i1.398

Authors

Maisya Rosada Universitas Negeri Jakarta
Umi Widyastuti Universitas Negeri Jakarta
Meta Bara Berutu Universitas Negeri Jakarta

DOI:

https://doi.org/10.53067/ijomral.v5i1.398

Keywords:

Impulsive Buying, Interactivity, Attractiveness, Social Presence, Perceived Enjoyment, Live Streaming Shopping, SOR Model.

Abstract

Driven by the rapid growth of live streaming commerce in Indonesia, this study investigates the psychological mechanisms underlying impulsive buying behavior within the TikTok Live ecosystem. Specifically, this research examines the effects of interactivity, attractiveness, and social presence on impulsive buying, with perceived enjoyment serving as a mediating variable, using batik Nawilis live streaming as the empirical context. This study adopts a quantitative approach using a survey method. Data were collected from 200 respondents in Indonesia who met the criteria of being aged 18–28 years, actively using TikTok live streaming, having watched or interacted with batik Nawilis live streams, and having purchased batik Nawilis products through TikTok live streaming. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings reveal that interactivity, attractiveness, and social presence have positive and significant effects on perceived enjoyment. Furthermore, perceived enjoyment positively and significantly influences impulsive buying. Additionally, interactivity, attractiveness, and social presence indirectly affect impulsive buying through perceived enjoyment as a mediating variable.

Downloads

Download data is not yet available.

References

Cheng, G., Li, W., He, M., & Liao, L. (2024). Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming. Frontiers in Psychology, 15(May). https://doi.org/10.3389/fpsyg.2024.1371343

Dwitya, B. H. K., & Hartono, A. (2023). An Investigation of Live Stream Shopping Via TikTok: The Role of Perceived Enjoyment in Impulsive Buying. Journal of Economics, Management and Trade, 29(12), 54–65. https://doi.org/10.9734/jemt/2023/v29i121175

Fajar, F., & Otok, B. W. (2024). The Effect of Attractiveness, Expertise, Visual Attractiveness and Interactivity on Online Impulsive Buying Behavior. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1337–1346. https://doi.org/10.37641/jimkes.v12i4.2741

G.K, A., & Puthussery, J. J. (2023). SHOPPING BASED ON SOCIAL PRESENCE WITH REFERENCE TO M . Com. BHARATA MATA COLLEGE.

Garuda, W. (2024). Data Pengguna TikTok di Indonesia Tahun 2024. Garuda Website. https://www.garuda.website/blog/data-pengguna-tiktok-di-indonesia-2024/

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Third Edit). SAGE.

Huang, S., & Chen, Y. (2025). Understanding How Best to Host Livestream Shopping Shows : The Perspectives of Persuasion and Parasocial Phenomena. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 19(2025). https://doi.org/. https://doi.org/10.5817/CP2025-2-5 Understanding

Huang, Y., & Mohamad, S. H. (2025). Examining the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context. Frontiers in Communication, 10(April), 1–13. https://doi.org/10.3389/fcomm.2025.1554681

Huang, Z., Yan, X., & Deng, J. (2024). How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 725–742. https://doi.org/10.3390/jtaer19020039

Imamov, M., & Semenikhina, N. (2021). The Impact of the Digital Revolution on the Global Economy. Linguistics and Culture Review, 17(3), 20. https://doi.org/https://doi.org/10.21744/lingcure.v5nS4.1775

Indriastuti, H., Hidayati, T., Asnawati, Martiyanti, D., Ayu, A. R. F., & Putit, L. (2024). How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s during Live Streaming Shopping: The Mediating Role of Perceived Enjoyment. ECONOMICS - Innovative and Economics Research Journal, 12(3). https://doi.org/10.2478/eoik-2024-0047

Iswenda, B. A. (2025). Indonesia Menjadi Negara dengan GMV TikTok Shop Terbesar Kedua di Dunia. GoodStats.Id. https://goodstats.id/article/indonesia-menjadi-negara-dengan-gmv-tiktok-shop-terbesar-kedua-di-dunia-ul0hi

Jacoby, J. (2002). Stimulus‐Organism‐Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1). https://doi.org/10.1207/s15327663jcp1201_05

Jing, S. X., & Phang, I. G. (2024). EXPLORING THE EFFECT OF ANCHOR CHARACTERISTICS ON IMPULSE BUYING AMONG GENERATION Z IN LIVE STREAMING ON SHORT-FORM. International Journal of Accounting, Finance and Business (IJAFB), 9(56). https://doi.org/10.55573/IJAFB.095610

Kementerian Perdagangan RI. (2024). Perdagangan digital (E-commerce) Indonesia periode 2023. https://satudata.kemendag.go.id/ringkasan/produk/perdagangan-digital-e-commerce-indonesia-periode-2023

Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson Education, Inc. (16 ed).

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6), 1–17. https://doi.org/10.3390/info12060241

Leong, T. K., Meng, T. P., & Alex, T. Y. J. (2022). Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework. Jurnal Pengurusan, 66, 67–79. https://doi.org/10.17576/pengurusan-2022-66-06

Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on generation Z online impulsive buying behavior : The moderating role of social media celebrity. August, 1–17. https://doi.org/10.3389/fpsyg.2022.951249

Liu, B. (2023). How Social Presence Affects Viewers’ Impulse Buying Behavior in Live Streaming Commerce. Journal of Economics, Business and Management, 11(3), 100–112. https://doi.org/10.18178/joebm.2023.11.3.745

Luong, H. T., Le, D. C., Tran, T. N., Ngoc, C., Nguyen, B., Tran, S. K., & Ngo, H. K. (2020). Applying the Theory of Planned Behavior (TPB) in Investigating Consumption Behavior in Vietnam. European Journal of Business and Management, 12(18), 145–155. https://doi.org/10.7176/ejbm/12-18-16

Mishra, M. K., Kesharwani, A., Gautam, V., & Sinha, P. (2022). Stimulus-Organism-Response (S-O-R) Model Application in Examining the Effectiveness of Public Service Advertisements. International Journal of Business, 27(2), 1–17. https://doi.org/10.55802/ijb.027(2).005

Nivetha, T., Uma, K., & Olive, P. F. (2020). A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB). International Journal of Current Microbiology and Applied Sciences, 9(8), 3290–3296. https://doi.org/10.20546/ijcmas.2020.908.376

Pellegrino, A. (2024). Consumer Expectations in the Digital Environment. In Decoding Digital Consumer Behavior. https://doi.org/10.1007/978-981-97-3454-2_5

Putri, N. A., & Maryam, D. (2023). Pengaruh Interactivity Terhadap Trust, Perceived enjoyment, dan Impulsive buying intention di Shopee Live. Economic and Education Journal (Ecoducation), 5(3), 303–316. https://doi.org/10.33503/ecoducation.v6i1.3810

Ridko, V. (2024). The Role of Social Media in Shaping Consumer Behaviour and Purchase Decisions in Social Commerce: In the Context of TikTok.

Riyanto, G. P., & Pertiwi, W. K. (2024). TikTok Shop resmi berubah nama jadi Shop Tokopedia. Kompas.Com. https://tekno.kompas.com/read/2024/04/04/09350087/tiktok-shop-resmi-berubah-nama-jadi-shop-tokopedia

Salam, K. N., & Taufik, M. I. (2020). The Effect of Perceived Enjoyment on the Decision of Digital Payment Utilization in Millennial Generation. Hasanuddin Economics and Business Review, 4(2), 50. https://doi.org/10.26487/hebr.v4i2.2442

Sanjaya, C. S., Agustina, L., & Nelloh, M. (2024). The Role of Live Streamer ’ s Credibility on Customer Engagement and Impulsive Buying Decisions in Social Commerce in Greater Jakarta : TikTok Live Streaming Shopping BACHELOR OF BUSINESS ADMINISTRATION JAKARTA The Role of Live Streamer ’ s Credibility on.

Sharma, A. K., & Shanmugaboopathi, D. P. S. (2022). Digital Revolution and Its Nature and Extent in the Contemporary World. Technoarete Transactions on Advances in Social Sciences and Humanities, 2(4), 27–32. https://doi.org/10.36647/ttassh/02.04.a005

Sodiq Odetunde Babatunde, Patrick Azuka Okeleke, & Tochukwu Ignatius Ijomah. (2022). the Role of Digital Marketing in Shaping Modern Economies: an Analysis of E-Commerce Growth and Consumer Behavior. International Journal of Management & Entrepreneurship Research, 4(12), 675–691. https://doi.org/10.51594/ijmer.v4i12.1417

Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, Having, and Being. In Pearson Education, Inc. (14th ed). http://www.pearsonmylabandmastering.com

Strzelecki, A., Jaciow, M., & Wolny, R. (2024). Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda. International Journal of Consumer Studies, 48(6), e70001. https://doi.org/10.1111/ijcs.70001

Tang, X., Hao, Z., & Li, X. (2023). The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments. Frontiers in Psychology, 14(January), 1–18. https://doi.org/10.3389/fpsyg.2023.1297369

Tertieny, U., Suhud, U., & Ferry, S. (2024). Analysis of the Influence of Perceived Enjoyment and Perceived Usefulness on Impulse Buying in Live Streaming on Online Marketplaces. Journal of Economics, Management and Trade, 30(12), 51–63.

van der Walt, F., Nkoyi, A., & Thithi, M. (2024). The influence of selected factors on perceived enjoyment of the online learning experience: lessons for post-COVID-19 classrooms. Frontiers in Education, 9(January). https://doi.org/10.3389/feduc.2024.1274126

Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information (Switzerland), 12(8). https://doi.org/10.3390/info12080324

Wang, X., & Cao, S. (2024). Harnessing the stream: algorithmic imaginary and coping strategies for live-streaming e-commerce entrepreneurs on Douyin. Journal of Chinese Sociology, 11(1). https://doi.org/10.1186/s40711-024-00213-z

Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, 116(May), 214–220. https://doi.org/10.1016/j.jbusres.2020.05.029

Xia, Y. X., Chae, S. W., & Xiang, Y. C. (2024). How social and media cues induce live streaming impulse buying? SOR model perspective. Frontiers in Psychology, 15(May), 1–15. https://doi.org/10.3389/fpsyg.2024.1379992

Xu, C., Li, Z., & Su, J. (2022). Live Shopping Interactivity, Social Presence and Sustainable Consumer Purchase Intention: Based on TAM Model. International Journal of Sustainable Development and Planning, 17(8), 2631–2639. https://doi.org/10.18280/ijsdp.170832

Xue, J., Liang, X., Xie, T., & Wang, H. (2020). Information & Management See now , act now : How to interact with customers to enhance social commerce engagement ? Information & Management, 57(6), 103324. https://doi.org/10.1016/j.im.2020.103324

Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75(June). https://doi.org/10.1016/j.jretconser.2023.103534

Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61(October), 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267

Zhu, L., Li, H., Nie, K., & Gu, C. (2021). How Do Anchors’ Characteristics Influence Consumers’ Behavioural Intention in Livestream Shopping? A Moderated Chain-Mediation Explanatory Model. Frontiers in Psychology, 12(September), 1–11. https://doi.org/10.3389/fpsyg.2021.730636

Zuo, R., & Xiao, J. (2021). Exploring Consumers’ Impulse Buying Behavior in Live Streaming Shopping. Lecture Notes on Data Engineering and Communications Technologies, 78(June 2020), 610–622. https://doi.org/10.1007/978-3-030-79203-9_47