Buy Now, Think Later: TikTok and the Rise of Impulsive Consumption in Jakarta

Rapid advancements in digital technology and post-pandemic shifts in consumer behavior have led to a rise in the usage of social media, including when making decisions about what to buy. One of the social media sites that is expanding the fastest, TikTok, has a significant impact on its users' impulsive purchasing behavior. With Impulse Buying Intention acting as a mediating variable, this study looks at how Social Media Community and Social Media Advertisements affect Impulse Buying Behavior among TikTok users in Jakarta. Purposive sampling is employed in this study together with a descriptive and causal methodology. 262 of the 323 respondents satisfied the requirements, and the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach was used for analysis. The findings of the study show that Social Media Community and Social Media Advertisements positively influence impulse buying intention, which in turn influences Impulse Buying Behavior. Marketers can use these insights to improve community engagement and the efficiency of advertising material in promoting impulsive consumer purchases. In order to raise consumer trust and establish a strong brand image, marketers must create innovative and reliable social media advertising methods. Longterm customer loyalty and accurate information delivery depend on social media accounts and the company's official website being connected.