The Influence of Hedonic Shopping Motivation, Flash Sales, and Twin Date Promotions on Impulse Buying of Miniso Products on TikTok Shop among University Students in Surabaya

Authors

  • Theresa Arum Viadollorosa Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Sugeng Purwanto Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.56548/msr.v5i2.214

Keywords:

Decision Making, Digital Marketing, Electronic Word of Mouth, Lipstick

Abstract

This study aims to analyze the effect of hedonic shopping motivation, flash sale, and Twin Date promotion on impulse buying behavior of Miniso products on TikTok Shop among university students in Surabaya. This research employs a quantitative approach using a purposive sampling technique involving 180 respondents. Data processing and analysis were conducted using SmartPLS 4.0. The results indicate that hedonic shopping motivation, flash sale, and Twin Date promotion have a positive and significant effect on impulse buying. These findings highlight the importance of digital promotional strategies and consumer behavior understanding in enhancing impulsive purchasing behavior.

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Published

2026-05-23

How to Cite

Viadollorosa, T. A., & Purwanto, S. (2026). The Influence of Hedonic Shopping Motivation, Flash Sales, and Twin Date Promotions on Impulse Buying of Miniso Products on TikTok Shop among University Students in Surabaya. Management Science Research Journal, 5(2), 28–39. https://doi.org/10.56548/msr.v5i2.214

Issue

Vol. 5 No. 2 (2026): MAY 2026

Section

Articles

License

Copyright (c) 2026 Theresa Arum Viadollorosa, Sugeng Purwanto

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