This study analyzes the influence of security, ease of use, trust, and online sales promotions on impulsive buying by TikTok Shop users in Purwokerto. Using a quantitative approach with purposive sampling techniques, 147 Gen Z respondents were involved. Data analysis was conducted using SEM-PLS. The results of the study indicate that trust and online sales promotions have a positive and significant influence on impulsive purchasing. Conversely, security and ease of use do not have a significant influence. These findings provide strategic implications for businesses in developing digital marketing strategies based on social commerce that are relevant to the behavior of young consumers, emphasizing the importance of building trust and creating attractive promotions to encourage spontaneous purchasing decisions.
Diarosiani et al. (2025) studied this question.