NIKITA, NIKITA and Farida, Naili (2026) THE EFFECT OF CUSTOMER REVIEW AND VISUAL PRODUCT PRESENTATION THROUGH PERCEIVED ENJOYMENT ON IMPULSIVE BUYING (Case Study on Fashion Consumer on TikTok Shop in Bekasi Regency). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study examines the influence of Customer Review and Visual Product
Presentation on Impulsive Buying through Perceived Enjoyment among TikTok
Shop consumers. The research applies the Stimulus–Organism–Response (S-O-R)
framework to explain consumer behavior in a video-based social commerce
environment. Data were collected from TikTok Shop users and analyzed using
Structural Equation Modeling (SEM).
The results indicate that Customer Review does not have a significant effect on
Perceived Enjoyment, suggesting that reviews alone are insufficient to generate
consumers’ shopping enjoyment. In contrast, Visual Product Presentation has a
positive and significant effect on Perceived Enjoyment, demonstrating that attractive
visual content, such as short videos, live streaming, and product demonstrations,
enhances consumers’ enjoyment while shopping. Furthermore, Perceived Enjoyment
positively and significantly influences Impulsive Buying, indicating that consumers
who experience greater enjoyment are more likely to make spontaneous purchases.
Customer Review has a significant negative effect on Impulsive Buying, implying
that reviews encourage more rational decision-making and reduce impulsive
purchase tendencies. Meanwhile, Visual Product Presentation directly and positively
affects Impulsive Buying by stimulating consumers’ purchase impulses.
Regarding the mediation effect, Perceived Enjoyment does not mediate the
relationship between Customer Review and Impulsive Buying because customer
reviews fail to significantly influence enjoyment. However, Perceived Enjoyment
partially mediates the relationship between Visual Product Presentation and
Impulsive Buying, indicating that visual product displays can stimulate impulsive
purchases both directly and indirectly through enhanced enjoyment. These findings
confirm the relevance of the S-O-R framework in explaining consumer behavior
within social commerce platforms, particularly TikTok Shop.
Keywords: Customer Review, Visual Product Presentation, Perceived
Enjoyment, Impulsive Buying, TikTok Shop, Social Commerce, S-O-R
Framework.
161 Administrasi Bisnis 2026

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