DOI of the published article https://doi.org/10.32493/JEE.v7i3.48595
The Influence of Live Streaming Shopping, Price Flash Sale, and Hedonic Motivation Shopping on S-Commerce Purchasing Decisions Tiktok Shop Skincare Products.
Pengaruh Live Streaming Shopping, Price Flash Sale, dan Hedonic Motivation Shopping Terhadap Puchase Decision S-Commerce Tiktok Shop Produk Skincare
DOI:
https://doi.org/10.21070/ups.7971Keywords:
Live Streaming Shopping, Price Flash Sale, Hedonic Motivation Shopping, Purchase Decision, Tiktok SHopAbstract
This study examines the influence of live streaming shopping, price flash sales, and hedonic shopping motivations on s-commerce purchasing decisions on skincare products on TikTok Shop. The method used is a causal quantitative approach with a purposive sampling technique on 160 TikTok user respondents. Data were collected through a questionnaire with a Likert scale and analyzed using PLS-SEM via SmartPlus 4.1.0.9. The results showed that the third independent variable had a positive and significant effect on purchasing decisions. This finding can be a recommendation for a marketing strategy for skincare products on TikTok. However, excessive promotional volume can have a negative impact on purchasing decisions.
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