Pengaruh Influencer Marketing dan Flash Sale terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jimakebidi.v3i2.1646Keywords:
Flash Sale, Influencer Marketing, Purchase Decision, Purchase Intention, TikTok ShopAbstract
This study aims to analyze the effects of influencer marketing and flash sales on purchase decisions, with purchase intention as an intervening variable among Glad2Glow consumers using TikTok Shop in Semarang City. This study employed a quantitative approach using a survey method. The population consisted of TikTok Shop users in Semarang City who had purchased Glad2Glow products. A total of 100 respondents were selected using purposive sampling. Data were analyzed through multiple linear regression analysis and the Sobel test. The results indicate that influencer marketing has a positive and significant effect on purchase intention. Flash sales also have a positive and significant effect on purchase intention. Furthermore, influencer marketing has a significant direct effect on purchase decisions, while flash sales do not have a significant direct effect on purchase decisions. Purchase intention has a positive and significant effect on purchase decisions. The Sobel test results show that purchase intention does not mediate the effect of influencer marketing on purchase decisions but mediates the effect of flash sales on purchase decisions. These findings confirm that digital marketing strategies do not always influence purchase decisions directly. Influencer marketing increases consumer interest, whereas flash sales encourage purchase decisions when they generate purchase intention.
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