Search

Search Results

Found 2 items.

Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee

Purpose: The purpose of this study is to examine the impact of online customer reviews and flash sale promotions on purchase interest in skintific skincare products with consumer attitude as a mediating variable Research methodology: Study uses a quantitative approach with closed questionnaire survey techniques. The reseach sample consisted of students from several universities in Surakarta with data analysis carried out using PLS 3.0 Results: The findings reveal that Online Customer Reviews and Flash Sale Promotions have a positive and significant influence on Purchase Interest. Additionally, Consumer Attitude acts as a mediator in the connection between these variables and Purchase Interest. Conclusions: Online Customer Reviews have a positive and significant influence on Purchase Intention, indicating that positive consumer reviews can increase purchase interest. Additionally, Flash Sale Promotions are also proven to have a positive and significant effect on Purchase Intention, showing that sales promotions through flash sale mechanisms are effective in attracting consumer interest. Consumer attitude also plays an important role, as it has been shown to have a positive and significant effect on Purchase Intention. These findings emphasize the importance of customer reviews, flash sale promotions, and consumer attitudes in shaping purchase intention. Limitations: The study lie in the use of only two variable independent, closed questionnaire method and limited sample coverage to students in Surakarta. Contribution: The reseach helps to advance the field of digital marketing strategies, especially in increasing the effectiveness of online promotions and utilizing customer reviews to encourage purchase interest.

Pages: 303-318

384 views | 54 downloads

View PDF

Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi

Purpose: This research aims to analyze the influence of influencer marketing and live streaming on purchase intentions and purchasing behavior for skintific products on the TikTok Shop platform. Research methodology: A quantitative approach was used by collecting data through a survey of 200 respondents who have interacted with Skintific products via TikTok Shop. Partial Least Squares (PLS) analysis was employed to examine the relationships between variables. Results: The results indicate that influencer marketing has a positive and significant impact on purchase intention, with factors such as expertise, attractiveness, and credibility of influencers playing a key role. Additionally, the live streaming feature shows a significant influence on purchase intention, creating an interactive shopping experience that enhances consumer trust. Purchase intention is proven to mediate the relationship between influencer marketing and purchasing behavior, as well as between live streaming and purchasing behavior. Conclusions: Influencer marketing and live streaming on TikTok Shop have a significant impact on consumers' purchase intentions and behaviors. Influencers who possess expertise, attractiveness, and credibility are able to build positive perceptions that enhance consumers' intention to buy a product. Additionally, the interactive features of live streaming such as live product reviews and Q&A sessions create a convincing shopping experience, making consumers feel more confident and interested in the featured products. Purchase intention not only serves as the initial step in the decision-making process but also reinforces the influence of influencer marketing and live streaming on consumer purchasing behavior. Limitations: : Limited to TikTok Shop consumers and focused on Skintific products, so the results may be less generalizable to other e-commerce platforms or products. Contribution: field of digital marketing, academic.