The Influence of Electronic Word of Mouth (e-WOM) on Impulse Buying Through Brand Image of Make Over Makeup Products on TikTok Shop (A Case Study of Generation Z in the Greater Bandung Area)
Abstract
The rapid expansion of social commerce platforms, particularly TikTok Shop, has fundamentally reshaped consumer purchasing patterns by intensifying impulsive buying behavior stimulated through digital engagement. Among the key drivers of this behavior is Electronic Word of Mouth (e-WOM), which serves not only as a channel for information exchange but also as a psychological cue that influences consumers’ emotional responses and brand evaluations. Nevertheless, prior empirical findings regarding the direct impact of e-WOM on impulsive buying remain inconclusive, thereby positioning brand image as a critical mediating construct in explaining this relationship. This study is designed to examine the mechanism through which e-WOM affects impulsive buying by incorporating brand image as a mediating variable among consumers of Make Over products on TikTok Shop. A quantitative research approach was adopted, utilizing both descriptive and causal research designs. To define the participants, the study relied on non- probability procedures and deliberately recruited respondents based on purposive criteria, involving 390 TikTok Shop users who had previously engaged in impulsive purchases of Make Over products. Data analysis was conducted using path analysis with the support of SPSS and SmartPLS software. The empirical results demonstrate that e-WOM exerts a positive and statistically significant influence on both brand image and impulsive buying behavior. Moreover, the effect of e-WOM on impulsive buying is amplified through brand image, which emerged as a significant mediating mechanism in the relationship. Overall, the findings highlight that the credibility of e- WOM and the strength of brand image are decisive factors in stimulating impulsive purchasing behavior within social commerce setting. Keywords : electronic word of mouth, brand image, impulsive buying, tiktokshop, make over
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