DOI of the published article https://doi.org/10.37411/jjem.v6i1.3805
The Effect of Flash Sale, Fear of Missing Out, and Live Streaming on Purchasing Decisions on Skincare Products at TikTok Shop
Pengaruh Flash Sale, Fear of Missing Out, dan Live Streaming terhadap Keputusan Pembelian pada Produk Skincare di TikTok Shop
DOI:
https://doi.org/10.21070/ups.8141Keywords:
flash sale, Fear of Missing Out, Live Streaming, Purchase Decision, Skincare, Tiktok ShopAbstract
This study aims to analyze the level of effectiveness of using Flash Sale, Fear of Missing Out, and Live Streaming on purchasing decisions for skincare products at TikTok Shop. The method used in this research is quantitative, with data collected from 96 respondents through distributing questionnaires in the form of a list of questions. The data obtained is then processed using SmartPLS software. Respondents in this study are consumers who buy skincare products through TikTok Shop. The results showed that the use of Flash Sale, Fear of Missing Out, and Live Streaming had a strong and significant influence on purchasing decisions for skincare products at TikTok Shop.
Downloads
References
R. A. Utamanyu and R. Darmastuti, “BUDAYA BELANJA ONLINE GENERASI Z DAN GENERASI MILENIAL DI JAWA TENGAH (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME),” Scriptura, vol. 12, no. 1, pp. 58–71, Aug. 2022, doi: 10.9744/scriptura.12.1.58-71.
Z. Kedah, “Use of E-Commerce in The World of Business,” Startupreneur Bisnis Digital (SABDA, vol. 2, no. 1, 2023, doi: 10.34306/sabda.v2i1.273.
R. E. Bawack, S. F. Wamba, K. D. A. Carillo, and S. Akter, “Artificial intelligence in E-Commerce: a bibliometric study and literature review,” Electronic Markets, vol. 32, no. 1, pp. 297–338, Mar. 2022, doi: 10.1007/s12525-022-00537-z.
C. Montag, H. Yang, and J. D. Elhai, “On the Psychology of TikTok Use: A First Glimpse From Empirical Findings,” Mar. 16, 2021, Frontiers Media S.A. doi: 10.3389/fpubh.2021.641673.
“ANALISIS STRATEGI PEMASARAN DAN PENJUALAN E-COMMERCE PADA TIKTOK SHOP”.
W. Nurhaliza and M. Hariasih, “The Influence of Brand Image, Product Quality, and Sales Promotion on Purchase Decisions for Emina Products in Umsida Students [Pengaruh Citra Merek, Kualitas Produk, dan Promosi Penjualan terhadap Keputusan Pembelian Produk Emina pada Mahasiswa Umsida].”
S. Septiani, S. Rahmawati, and F. N. Ayuningtyas, “The Influence of Live Streaming and Flash Sales on Purchasing Decisions on the TiktokShop Application,” Indonesian Journal of Business Analytics (IJBA), vol. 4, no. 3, p. 929, doi: 10.55927/ijba.v4i3.9161.
“THE ROLE OF INFLUENCERS IN THE PURCHASE DECISION MAKING OF SKINCARE PRODUCT AND ITS EFFECTIVENESS.”
B. Ummu Fadhilah, “Perilaku Pencarian Informasi Produk Skincare Melalui Media Sosial TikTok.”
P. Elviana, Siti Komariah Hildayanti, and Shafiera Lazuarni, “Pengaruh Fear Of Missing Out, Live Streaming dan Flash Sale Terhadap Minat Beli Konsumen Pada Produk Kecantikan Impor di E-Commerce,” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), vol. 10, no. 2, pp. 1318–1329, Apr. 2024, doi: 10.35870/jemsi.v10i2.2311.
R. R. Gumilang, A. Sumiati, and ) ; Aris Tresnadi, “Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior Pada Platform TikTok.”
S. P. Faddila, C. Savitri, D. Mulyadi, and P. Isyanto, “Flash Sale and Brand Image Models in Improving Purchase Decisions on Fashion Products at the Shopee Marketplace Among Students,” 2023, pp. 841–848. doi: 10.2991/978-94-6463-008-4_105.
U. F. Fatoni and A. Rochmah, “THE EFFECT OF FLASH SALE AND FREE SHIPPING ON PURCHASING DECISIONS ON THE SHOPEE MARKETPLACE (STUDY ON STUDENTS IN MAN KOTA TEGAL),” Basic and Applied Computational and Advanced Research Journal, vol. 2, no. 1, pp. 20–26, Nov. 2022, doi: 10.11594/bacarj.02.01.04.
V. Tania Tithes Kinasih, N. Afifah, and A. Shalahuddin, “The Influence of Brand Image, Celebrity Endorser, and Online Customer Review on Purchasing Decision on Skintific Beauty Products with The Fear of Missing Out (FoMO) as a Mediating Role. Viecensa Tania Tithes Kinasih, et.al THE INFLUENCE OF BRAND IMAGE, CELEBRITY ENDORSER, AND ONLINE CUSTOMER REVIEW ON PURCHASING DECISION ON SKINTIFIC BEAUTY PRODUCTS WITH THE FEAR OF MISSING OUT (FOMO) AS A MEDIATING ROLE under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0),” Jurnal Ekonomi, vol. 12, p. 2023, 2023, [Online]. Available: http://ejournal.seaninstitute.or.id/index.php/Ekonomi
A. Tandon, A. Dhir, I. Almugren, G. N. AlNemer, and M. Mäntymäki, “Fear of missing out (FoMO) among social media users: a systematic literature review, synthesis and framework for future research,” Internet Research, vol. 31, no. 3, pp. 782–821, 2021, doi: 10.1108/INTR-11-2019-0455.
A. Monicha, F. Sania, and P. Febriana, “Live Streaming TikTok Meningkatkan Penjualan dan Keterlibatan Merek di Indonesia,” 2023.
S. Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Dan Bisnis et al., “Pengaruh Fear Of Missing Out Dan Brand Trust Terhadap Keputusan Pembelian Produk The Originote Universitas Negeri Makassar”.
R. Nuraini, A. Fadillah Putra, and N. Sefti Prianita, “PEMANFAATAN FITUR LIVE STREAMING UNTUK MENINGKATKAN PENJUALAN PRODUK GIO SAVERINO DI SHOPEE LIVE UTILIZATION OF LIVE STREAMING FEATURES TO INCREASE SALES OF GIO SAVERINO PRODUCTS ON SHOPEE LIVE,” 2024. [Online]. Available: https://jurnalfkip.samawa-university.ac.id/karya_jpm/index
“The Impact of Livestreamers in Livestreaming E-Commerce on Purchase Intention from the Perspective of Emotional Contagion.”
J. P. Mangalik, “THE INFLUENCE OF FLASH SALE AND LIVE STREAMING ON THE SHOPEE MARKETPLACE ON PURCHASING DECISIONS FOR GENERATION Z SKINCARE PRODUCTS IN YOGYAKARTA.”
J. Ekonomi, M. dan Akuntansi, L. Maslucha, and N. Ajizah Administrasi Bisnis, “Pengaruh Live Streaming TikTok, Brand Minded, dan Brand Ambasador Terhadap Keputusan Pembelian Produk Scincare Scarlett,” 2023.
N. J. Zahri, A. M. Luthfi, and D. T. Windayati, “Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam Pengaruh Flash Sale, Promo Gratis Ongkos Kirim, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Skintific Melalui E-Commerce Shopee di Kota Batam”, [Online]. Available: http://ejurnal.univbatam.ac.id/index.php/Manajerial
C. A. Azhary et al., “Pengaruh Fear Of Missing Out (FoMO), Brand Image, dan Promosi Sosial Media Terhadap Keputusan Pembelian (Studi Kasus Pada Tiket Konser Blackpink di Indonesia Tahun 2023).” [Online]. Available: https://lifestyle.bisnis.com/
“PENGARUH FLASH SALE, CUSTOMER REVIEW, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI SHOPEE (STUDI KASUS MAHASISWA FEB PRODI MANAJEMEN ANGKATAN 2020 UNIVERSITAS BHAYANGKARA JAKARTA RAYA)”.
X. Liu, Y.-W. Zhou, Y. Shen, C. Ge, and J. Jiang, “Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform,” Information & Management, vol. 58, no. 2, p. 103409, Mar. 2021, doi: 10.1016/j.im.2020.103409.
D. J. Chung, K. Seo, and R. Song, “Efficient computation of discrete games: Estimating the effect of Apple on market structure,” Prod Oper Manag, vol. 32, no. 7, pp. 2245–2263, Jul. 2023, doi: 10.1111/poms.13971.
Y. I. Ariska, N. V. Yustanti, and R. Ervina, “Dampak Tagline ‘Gratis Ongkos Kirim’ dan Program Flash Sale pada Marketplace Shoppe untuk Mendorong Impulsive Buying secara Online,” EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, vol. 10, no. S1, Mar. 2022, doi: 10.37676/ekombis.v10iS1.2005.
Z. Zhang, F. R. Jiménez, and J. E. Cicala, “Fear Of Missing Out Scale: A self‐concept perspective,” Psychol Mark, vol. 37, no. 11, pp. 1619–1634, Nov. 2020, doi: 10.1002/mar.21406.
C. C. Christy, “FoMo di media sosial dan e-WoM : pertimbangan berbelanja daring pada marketplace,” Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), vol. 6, no. 1, pp. 331–357, Mar. 2022, doi: 10.25139/jsk.v6i1.3742.
N. L. Rohman and A. I. S. Lating, “PENGARUH FEAR OF MISSING OUT, KUALITAS PRODUK, DAN HALAL AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK PADA MAHASISWI UIN SUNAN AMPEL SURABAYA”, doi: https://doi.org/10.70136/el-iqtishod.v8i1.471.
C. Sagul Haratua, “Analisis Efektivitas Metode Pemasaran Secara Live Streaming terhadap Peningkatan Penjualan”, [Online]. Available: https://journal.ikopin.ac.id
F. D. Nilawardhani, B. Suharto, M. P. Sumber, D. Manusia, S. Pascasarjana, and K. Surabaya, “Strategi Pemasaran Langsung Melalui Live Streaming di Platform Shopee,” 2024.
N. A. Ranaa, I. Made, B. Dirgantara, and A. A. Aryandika, “PENGARUH SOCIAL PRESENCE TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA SIARAN LANGSUNG TIKTOK DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada Merek Somethinc),” DIPONEGORO JOURNAL OF MANAGEMENT, vol. 12, no. 3, [Online]. Available: http://ejournal-s1.undip.ac.id/index.php/dbr
D. M. Purbasari, R. Respati, D. Fakultas Ekonomi, D. Bisnis, and U. Pakuan, “Electronic Word Of Mouth Saat Penjualan Live Streaming Shopee Dalam Meningkatkan Impulse Buying”.
“Pengaruh Konten Pemasaran Shopee Terhadap kEPUTUSAN Pembelian Pelanggan”.
S. Sitompul, S. Tinggi, I. Ekonomi, and I. Medan, “PENGARUH PENGETAHUAN LABEL HALAL DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MELALUI REKOMENDASI KELOMPOK SEBAGAI VARIABEL MODERATING,” Jurnal Kajian Ekonomi Hukum Syariah, vol. 7, no. Februari, pp. 50–64, 2021.
J. Paul, N. Parameswar, M. Sindhani, and S. Dhir, “Use of microblogging platform for digital communication in politics,” J Bus Res, vol. 127, pp. 322–331, Apr. 2021, doi: 10.1016/j.jbusres.2021.01.046.
M. H. Setiawan, R. Komarudin, and D. N. Kholifah, “Pengaruh Kepercayaan, Tampilan Dan Promosi Terhadap Keputusan Pemilihan Aplikasi Marketplace.” [Online]. Available: http://ejournal.bsi.ac.id/ejurnal/index.php/infortech139
L. Khotimah Harahap, “Analisis SEM (Structural Equation Modelling) Dengan SMARTPLS (Partial Least Square) Oleh.”
A. Leguina, “A primer on partial least squares structural equation modeling (PLS-SEM),” International Journal of Research & Method in Education, vol. 38, no. 2, pp. 220–221, Apr. 2015, doi: 10.1080/1743727X.2015.1005806.
Downloads
Additional Files
Posted
License
Copyright (c) 2025 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
