Exploring the TikTok Shop Phenomenon: Assessing the Impact of Social E-commerce Marketing on Generation Z’s Impulsive Purchasing Behavior Among Students at Pandanaran University
Keywords:
Social Commerce, TikTok Shop, Generation Z, S-O-R Model, Impulsive Purchasing, Student EntrepreneurshipAbstract
The rapid evolution of social commerce (s-commerce) has transformed contemporary retail marketing, with TikTok Shop emerging as a disruptive powerhouse through its "shoppertainment" model. While this ecosystem offers unprecedented scaling opportunities for digital entrepreneurs, it also acts as a powerful behavioral engine that triggers spontaneous consumer actions. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study assesses the impact of social e-commerce marketing on Generation Z’s impulsive purchasing behavior. This research aims to analyze how multi-dimensional marketing stimuli on TikTok Shop drive the internal psychological urge of young consumers, and how this dynamic manifests within the unique persona of entrepreneurship-trained university students. Utilizing a quantitative causal-associative design, data was gathered via a self-administered online questionnaire from 390 active undergraduate students at Pandanaran University, Semarang, who had executed unplanned purchases on TikTok Shop. The respondents were selected using purposive sampling. Structural Equation Modeling via Partial Least Squares (PLS-SEM) was deployed to evaluate the measurement and structural models. The findings reveal a compelling behavioral paradox: despite receiving formal academic training in marketing manipulation and digital conversion funnels, the entrepreneurial students' affective vulnerabilities and hedonic triggers frequently override their managerial knowledge when exposed to high-stimulus live shopping environments. This study offers an empirical blueprint for student entrepreneurs to design high-conversion social commerce strategies, while simultaneously highlighting the urgent need for higher education institutions to embed digital financial literacy and consumer self-regulation into modern entrepreneurship curricula.
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