What is it about?
Social media has changed the way people shop, especially through live shopping features such as TikTok Live. Many consumers buy skincare products not only because they need them, but also because the shopping experience feels fun, exciting, and emotionally satisfying. This study examines how enjoyment and pleasure in shopping—known as hedonic shopping motivation—can encourage impulse buying of local skincare products, using the brand Somethinc as a case. Based on a survey of consumers in Bandung, the study finds that TikTok live shopping strongly influences unplanned purchases. Interactive features, entertaining content, and attractive offers can make consumers more likely to buy products impulsively. The findings suggest that local skincare brands can improve sales by creating enjoyable live shopping experiences while also helping consumers understand how emotions influence their buying decisions.
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Why is it important?
focuses on how live shopping on social media—specifically TikTok Live—encourages impulse buying through enjoyment and emotional engagement, rather than through price discounts alone. By examining hedonic shopping motivation in the context of a popular local skincare brand, Somethinc, the research provides concrete insights into how entertainment, interaction, and real-time communication influence consumer behavior. The study is especially timely as social commerce and live shopping have grown rapidly in recent years, particularly among young consumers after the COVID-19 pandemic. TikTok has become one of the most influential platforms for beauty and skincare purchases, yet empirical research on live shopping and impulse buying in the Indonesian context remains limited. This research addresses that gap with up-to-date evidence. The findings can make a practical difference by helping local brands and online sellers design more engaging live shopping strategies that balance entertainment with responsible marketing. For readers, the study offers relevant insights into digital consumer behavior, making it valuable for marketers, business owners, researchers, and anyone interested in the future of online shopping.
Perspectives
From my personal perspective, this publication reflects my interest in understanding how digital platforms shape consumer behavior, especially in the context of social commerce. The rapid rise of TikTok Live as a shopping platform caught my attention because it combines entertainment, social interaction, and purchasing in ways that traditional online shopping does not. This study allowed me to explore how emotional factors, such as enjoyment and excitement, influence consumer decisions in real purchasing situations. What I find most meaningful about this research is its relevance to local brands. By focusing on a local skincare brand, this study highlights how domestic businesses can compete and grow by understanding consumer psychology and using digital tools effectively. I hope this work encourages practitioners to design more engaging yet responsible marketing strategies, and helps consumers become more aware of how emotions can influence impulse buying. On a personal level, I see this publication as part of my broader effort to bridge academic research and real-world digital business practices. I hope it contributes to a deeper understanding of social commerce trends and supports more informed decision-making by businesses, researchers, and consumers alike.
Associate Professor Septiana Dwiputrianti
STIA LAN Bandung
Read the Original
This page is a summary of: Increasing Consumer Hedonic Shopping Motivation in Encouraging the Purchase of Local Skincare Products 'Somethinc', Jurnal Ilmiah Manajemen dan Bisnis (JIMBI), December 2023, Universitas Medan Area,
DOI: 10.31289/jimbi.v4i2.2831.
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