PENGARUH LIVE SHOPPING, FLASH SALE DAN DIGITAL ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TIKTOK SHOP @THEDONSHOUSEOFFICIAL

Subhan, Subhan and Paramitasari, Niken (2026) PENGARUH LIVE SHOPPING, FLASH SALE DAN DIGITAL ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TIKTOK SHOP @THEDONSHOUSEOFFICIAL. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.

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Abstract

The rapid development of digital technology has significantly transformed buying and selling activities, one of them is the emergence of live shopping features on social media platforms that enable real-time interaction between sellers and consumers. In addition, flash sale strategies and digital advertising also play important roles in attracting consumer interest, particularly on TikTok Shop – a widely used medium for online shopping. This study aimed to analyze the influences of live shopping, flash sales, and digital advertising on consumer purchase decisions on TikTok Shop @TheDonsHouseOfficial. A quantitative method was used by distributing questionnaires to 119 respondents and analyzing the data using multiple linear regression with the assistance of SPSS version 25. The findings revealed that both simultaneously and partially, the three variables had positive and significant influences on consumer purchase decisions. This indicated that the better the implementation of live shopping, the more attractive the flash sale program. Further, the more effective the digital advertising, the higher the consumer purchase decision on TikTok Shop @TheDonsHouseOfficial.

Item Type: Thesis (Skripsi)
Subjects: 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi
eSkripsi
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Bisnis Digital
Depositing User: subhan dede tarde
Date Deposited: 11 Feb 2026 06:27
Last Modified: 11 Feb 2026 06:27
URI: http://repo.darmajaya.ac.id/id/eprint/23659

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