Pengaruh Live Streaming, Online Customer Review, dan Flash Sale terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jusbit.v3i3.1681Keywords:
Brand Image, Flash Sale, Live Streaming, Online Customer Review, Purchase IntentionAbstract
This study aims to analyze the effects of Live Streaming, Online Customer Review, and Flash Sale on Purchase Intention with Brand Image as an intervening variable for Bostanten bags on TikTok Shop. The research used a quantitative approach with a survey method. The population consisted of residents of Semarang City, while the sample comprised 100 respondents selected using purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using SPSS version 26 through validity and reliability testing, classical assumption testing, multiple linear regression, t-test, coefficient of determination, and Sobel test. The results show that Live Streaming, Online Customer Review, and Flash Sale have positive and significant effects on Brand Image. Live Streaming and Online Customer Review also have positive and significant effects on Purchase Intention, while Flash Sale does not have a significant direct effect on Purchase Intention. Brand Image has a positive and significant effect on Purchase Intention. The Sobel test further shows that Brand Image significantly mediates the effects of Live Streaming, Online Customer Review, and Flash Sale on Purchase Intention. These findings indicate that strengthening brand image is an important mechanism for converting digital marketing stimuli into consumer purchase intention on TikTok Shop.
Downloads
References
A.Maolani, R. (2021). Metodologi Penelitian Pendidikan. Nanda Saputra (Ed.).
Abni Nurshahira. (2025). The Influence of Social Commerce on Beauty Product Sales Among Generation Z: A Case Study of Sales on TikTok Shop. 15(1), 1–7.
Aghivirwiati, G. A. (2024). Pengaruh Brand Image Dan Kepuasan Terhadap Purchase Intention Pada TikTok Shop (Studi Pada Generasi Zilenial). Relasi: Jurnal Ekonomi, 20(2), 268–281. https://doi.org/10.31967/relasi.v20i2.708
Aisya, A. R., & Hapsari, A. A. (2025). Pengaruh Live Streaming dan User Generated Content terhadap Purchase Intention dengan Discount sebagai Variabel Moderasi. Journal of Innovative & Creativity, 5(2), 2447–2460.
Atrisia, M. I., & Hendrayati, H. (2021). Flash Sale dan Impulse Buying Konsumen E-Commerce pada Masa Pandemi Covid-19. Journal of Business Management Education, 6(2), 14–20.
Ayuningtyas, Z. (2024). Efektivitas Live Stream Shopping dalam Membentuk Purchase Intention (Survei pada S-Commerce di Indonesia). Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi, 5(1), 484–494.
Bloomberg Technoz. (2024). Nilai Transaksi TikTok Shop di Indonesia Rp101 T, Terbesar ke-2.
Febriyanti, A., & Ratnasari, I. (2024). Pengaruh Live Streaming, Online Customer Review dan Flash Sale terhadap Keputusan Pembelian Produk Kosmetik Scarlett Whitening di TikTok Shop. Jurnal Ilmiah Wahana Pendidikan, 10(4), 50–57.
Fitri, A., Rahim, R., Nurhayati, & Pagiling, A. S. L. (2023). Dasar-Dasar Statistika untuk Penelitian.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS. BP Universitas Diponegoro.
Himmatul Aliyah, H., & Kartini, T. (2025). Pengaruh Efektivitas Live Streaming dan Flash Sale terhadap Keputusan Pembelian Produk Wardah pada E-Commerce TikTok X Tokopedia. Jurnal Ilmu Manajemen Retail, 6(3), 464–480. https://doi.org/10.37150/jimat.v6i3.3912
Ika, D. J. K., & Minarsih, M. M. (2024). Live Streaming on the Shopee E-Commerce Platform as a Promotional Strategy to Create Consumer Impulse Buying. Economics and Digital Business Review, 5(2), 796–806.
Kotler, P., & Kotler, P. (2012). Management & Marketing 14E.
Mega Prameswari, N., Nuraeni, N. K., & Hayati, N. (2025). The Impact of Live Streaming and Flash Sale on Gen Z Purchase Intention. Indonesian Interdisciplinary Journal of Sharia Economics, 8(3), 8696–8710.
Mutmainna, N., Hasbiah, S., Haeruddin, M. I. W., Musa, C. I., & Hasdiansa, I. W. (2024). Pengaruh Live Streaming dan Online Customer Review terhadap Keputusan Pembelian Produk Skintific pada Platform TikTok. Journal of Management and Innovation Entrepreneurship, 1(2), 255–268. https://doi.org/10.59407/jmie.v1i2.394
Norhilaliah, E. S. A. (2024). The Influence of Flash Sale and Cashback Programs on Impulsive Buying Behavior Among TikTok Shop Users. Inovatif Jurnal Administrasi Niaga, 6(1), 51–57.
Novelayanti, M. D., Wulandari, A., & Yahya, A. (2024). Pengaruh Promosi dan Online Customer Review terhadap Keputusan Pembelian melalui Brand Image pada Produk Erigo di Shopee E-Commerce, 32(3), 167–186.
Permana, A., & Arianty, N. (2025). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Produk Fashion dengan Trust sebagai Variabel Intervening pada Marketplace Shopee di Kota Medan. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi, 5(2), 553–563. https://doi.org/10.47709/jebma.v5i2.6328
Ramadhan, M. R., & Wardi, Y. (2025). Pengaruh Flash Sale terhadap Impulse Buying: Peran Emosi Positif sebagai Mediator pada Pengguna Aplikasi Shopee. Jurnal Informatika Ekonomi Bisnis, 7, 551–557. https://doi.org/10.37034/infeb.v7i3.1225
Retnosari, M., & Nadlifatin, R. (2024). The Effect of Purchase Intention on TikTok E-Commerce Live Streaming: Generation Z Perspective with Customer Engagement. Research Horizontal, 5(2), 97–108.
Safitri, A., & Deskoni. (2025). Pengaruh Live Streaming Marketing terhadap Keputusan Pembelian Mahasiswa Program Studi Pendidikan Ekonomi di Universitas Sriwijaya. Jurnal Economic Edu, 6(1), 26–32.
Saktiawan, B., Permatasari, H. I., & Wulandari, T. R. (2023). The Influence of Brand Image on Purchase Intention in Social Commerce TikTok Shop: The Role of Trust. Sebelas Maret Business Review, 8(1), 10. https://doi.org/10.20961/smbr.v8i1.75851
Satria, A. S., & Pudjoprastyono, H. (2022). Pengaruh Brand Image dan Brand Awareness terhadap Keputusan Pembelian Produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140–149. https://doi.org/10.32795/widyamanajemen.v4i2
Silitonga, F. S. H., & Soelasih, Y. (2025). Determination Purchase Intention for Skincare in Indonesia. Jurnal Ilmiah Manajemen dan Bisnis, 10(1), 15–25. https://doi.org/10.38043/jimb.v10i1.6094
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Triludfianingsih, E. D. S., & Paramitha, D. A. (2025). Pengaruh Live Streaming, Online Customer Review dan Discount terhadap Minat Beli Produk Tas Bostanten pada Fitur TikTok Shop. Jurnal Ekonomi Manajemen dan Bisnis IV, 4(1), 1121–1131.
Utami, C., Savitri, C., & Faddila, S. P. (2024). Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee, 4(1), 9–15.
Wanda Aulya Dewi, & Fikriah, N. L. (2024). Pengaruh Content Marketing, Live Streaming, and Online Customer Review terhadap Purchase Intention. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6), 4751–4762. https://doi.org/10.47467/alkharaj.v6i6.2060
Wuryanto, T., & Putri, F. (2025). Pengaruh Live Streaming Selling, Celebrity Endorsement, dan Discount terhadap Minat Beli Konsumen pada E-Commerce TikTok Shop. 6760–6774.
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the Influence of Live Streaming on Consumer Purchase Intention: A Structural Equation Modeling Approach in the Chinese E-Commerce Sector. Acta Psychologica, 249, 104415. https://doi.org/10.1016/j.actpsy.2024.104415
Yuwono, C. O., Rizky, N. Y., & Indra, I. R. (2025). Evolusi Social Commerce: Memahami Fenomena Digital Melalui Perspektif Teori Komunikasi Sosial. 10(2), 1204–1215.
Zahriyah, A., Suprianik, Parmono, A., & Mustofa. (2021). Ekonometrika Teknik. Mandala Press.
Zhang, H., Zheng, S., & Zhu, P. (2024). Why Are Indonesian Consumers Buying on Live Streaming Platforms? Research on Consumer Perceived Value Theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Zulfan Zulkarnaen Z., & Agus Hermawan. (2025). Social Commerce 2.0: TikTok Shop dan Masa Depan Belanja Digital. Jurnal Rimba: Riset Ilmu Manajemen Bisnis dan Akuntansi, 3(2), 285–295. https://doi.org/10.61132/rimba.v3i2.1791
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Strategi Bisnis Teknologi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
