Factors Affecting Makeup Products Online Impulsive Buying Behavior on Tiktok

With so many trends generated on TikTok, there is an interesting phenomenon that is happening. It's called "Keracunan TikTok or "Poisoned by TikTok", where audiences make an impulse buying after viewing contents on TikTok. This phenomenon is widely used by brands and businesses to do their social media marketing efforts, especially for makeup brands whose industry is growing rapidly. This paper has the objective to determine the factors affecting makeup products online impulsive buying behavior on TikTok. A mixed method (qualitative and quantitative approaches) with a judgemental sampling is used in this paper. Sources of data used are primary and secondary data. The data were analyzed using coding, descriptive analysis, and multiple regression methods. The results of this study found the factors that affect online impulsive buying behavior are model (MO), gratification shopping (GS), and value shopping (VS). Keywords: Impulse Buying Behavior; Model; TikTok Application; makeup product