PENGARUH LIVE STREAMING, CUSTOMER REVIEW, DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN PRODUK HANASUI DI TIKTOK SHOP DENGAN MODERASI DIGITAL MARKETING

Abstract

This research aims to analyze the influence of live streaming, customer reviews, and flash sales on the purchasing decisions of Hanasui products in the TikTok Shop, with digital marketing as a moderating variable. This study is motivated by the increasing trend of online shopping through the TikTok platform, where Hanasui, as one of the local brands, utilizes features such as live streaming and digital promotions to attract consumers. The population in this study consists of consumers who have watched live streaming, read customer reviews, and purchased and used Hanasui products through the TikTok Shop. This research employs a quantitative approach with a non-probability sampling method. Data were collected through a questionnaire distributed to 165 respondents and were analyzed using the SmartPLS 3.2.9 application. The results indicate that live streaming, customer reviews, and flash sales have a positive and significant impact on purchase decisions. Additionally, digital.