Swipe, Enjoy, and Buy

This study examines the joint and individual effects of shopping enjoyment and price discount on impulse buying behavior in the context of TikTok Shop, a fast-growing social commerce platform. The research focuses on users in Kediri, Indonesia, a digitally emerging mid-sized city, to address the geographic gap in social commerce literature. The study employs a quantitative survey method with 100 TikTok Shop users selected through purposive sampling. Constructs were measured using validated multi-item scales and analyzed via multiple linear regression. The results show that neither shopping enjoyment nor price discount has a significant effect on impulse buying when tested independently. However, their joint influence is statistically significant (F = 7.167, p = 0.001), explaining 12.6% of the variance in impulse buying. These findings support the argument that consumer impulse behavior is more effectively activated when emotional and transactional stimuli are presented simultaneously. This study contributes to marketing theory by extending the model to a culturally specific social commerce setting and introducing stimulus interaction as a key determinant of impulse buying. It also adds geographic diversity to the literature by highlighting consumer behavior in a non-metropolitan Southeast Asian context.