Thesis: “The Influence of Psychological Pricing, Social Lifestyle, and Perceived Value
on Impulse Buying of Tomoro Coffee Vouchers on TikTok Shop through
Perceived Ease of Use (A Study of Students in the Faculty of Economics at
Muhammadiyah University of Ponorogo).” Walfi Prabuligiaro, Student ID 22415869,
Management Program, Faculty of Economics, Muhammadiyah University of Ponorogo.
This study aims to analyze the influence of the variables psychological pricing,
social lifestyle, and perceived value on impulse buying, as well as to test the role
of perceived ease of use as a mediating variable. The research design used
is quantitative research with a survey approach. Data were collected through
the distribution of questionnaires to 100 student respondents who use TikTok Shop.
Data analysis employed the Partial Least Squares Structural
Equation Modeling (PLS-SEM) approach using the SmartPLS 4 software. The results
of the study indicate that the variables Psychological Pricing and
Social Lifestyle have a direct, positive, and significant influence on impulse buying.
The Social Lifestyle variable emerged as the most dominant factor influencing
students’ impulse buying behavior on TikTok Shop. This indicates
that social trends, digital interactions, and the influence of the social environment play a
major role in driving spontaneous purchasing decisions. In addition, pricing strategies
such as discounts and specific price displays have also been shown to attract
consumers’ attention and trigger impulsive purchases. Conversely, the variables Perceived Value
and Perceived Ease of Use do not have a significant influence on Impulse
Buying. Although consumers perceive TikTok Shop as easy to use and offering
good product value, these two factors have not yet been able to serve as the
primary drivers of impulsive buying behavior. These results indicate that
consumers are more influenced by emotional factors than by rational
considerations or technical aspects of platform usage. In the mediation test,
the Perceived Ease of Use variable was unable to mediate the relationship between
Psychological Pricing, Social Lifestyle, and Perceived Value on Impulse Buying. This indicates that impulsive purchasing behavior on TikTok Shop occurs
directly as a result of social and emotional stimuli without going through a
functional mediation process. This study confirms that consumer characteristics
on social commerce platforms such as TikTok Shop tend to be responsive to
social trends and marketing strategies capable of creating emotional appeal.
Therefore, businesses are advised to further optimize strategies
based on trends, viral content, and the use of psychological pricing to
increase the potential for consumer impulse buying. Additionally, future research
is encouraged to include other variables such as emotions, trust, or
self-control to provide a more comprehensive understanding of
the factors influencing impulse buying behavior on digital platforms.

Keywords: Psychological Pricing, Impulse Buying, TikTok Shop