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e-ISSN 3047-857X

INSYMA International Symposium on Management

Proceedings papers / Pages 1325-1331

The Role of Digital Literacy and User Interface Design on Impulse Buying at TikTok Shop for University Students in East Java Province

  1. Dewi Suci Mustika
  2. Nindi Vaulia Puspita
  3. Wahyu Dede Gustiawan
Volume 22 · 2025 Pages 1325-1331 e-ISSN 3047-857X English

Abstract

This study aims to analyse the effect of digital literacy and user interface design (UI) on impulse buying at TikTok Shop for university students in East Java Province. This quantitative research uses a causal associative method with data obtained from online questionnaires distributed to 97 respondents selected using purposive sampling technique. Multiple linear regression analysis was used to test the hypothesis after going through validity, reliability, and classical assumption tests. The results showed that digital literacy has no significant effect on impulse buying, while UI design has a significant effect. Simultaneously, digital literacy and UI design have a significant effect on impulse buying at TikTok Shop.

Keywords

  • Digital Literacy
  • User Interface Design (UI)
  • Impulse Buying
  • TikTok Shop
  • College Students

Citation

Dewi Suci Mustika, Nindi Vaulia Puspita, Wahyu Dede Gustiawan. (2025). The Role of Digital Literacy and User Interface Design on Impulse Buying at TikTok Shop for University Students in East Java Province. Proceedings of the International Symposium on Management, 22, 1325-1331.

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