The influence of discounts, live online shopping on TikTok on purchasing decisions through product quality : (Case study of @camille beauty skincare products in DKI Jakarta Province)

Indah Mailani; Viniyati Maftuchach; Lela Nurlaela Wati

doi:10.55942/jebl.v5i3.481

Authors

Indah Mailani Universitas Teknologi Muhammadiyah Jakarta
Viniyati Maftuchach Universitas Teknologi Muhammadiyah Jakarta
Lela Nurlaela Wati Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.55942/jebl.v5i3.481

Keywords:

discounts, live shopping, product quality, purchasing decisions, TikTok

Abstract

Advancement of digital technologies, internet usage is experiencing substantial growth. Technological advancement has significantly transformed contemporary commercial systems, especially free trade facilitated by electronic platforms (e-commerce). This study seeks to examine the impact of discounts and live shopping on TikTok on the purchasing decisions for Camille Beauty skincare items, with product quality serving as a mediating variable. Data was obtained from 170 respondents residing in Jakarta using a Likert scale-based questionnaire and employing quantitative methodologies with a causality approach. Analysis was conducted employing multiple linear regression approaches with SmartPLS 4.0. The research findings indicate that discounts positively and significantly affect product quality, however negatively and significantly influence purchasing decisions. Conversely, live shopping exerts a considerable adverse effect on product quality and purchasing choices. While product quality exerts a favorable effect, its impact on purchasing decisions is minimal. Mediation research indicated that discounts and live shopping did not significantly affect purchasing decisions when mediated by product quality. This research underscores the need to preserve product quality to cultivate consumer confidence and enhance the efficacy of promotional techniques to stimulate sales.

Author Biographies

Indah Mailani, Universitas Teknologi Muhammadiyah Jakarta

Indah Mailani is currently an undergraduate student in the Bachelor of Management program. Her research focuses on consumer behavior, digital marketing, and the adoption of social media in contemporary business practices. She is actively involved in student research projects addressing marketing strategies in the beauty and skincare industry.

Viniyati Maftuchach, Universitas Teknologi Muhammadiyah Jakarta

Viniyati Maftuchach is a lecturer in the Department of Management with expertise in marketing management and business strategy. She is currently pursuing her doctoral degree in Management at Pakuan University. Her research interests include consumer decision-making, retail marketing, and the influence of digital platforms on business performance. She has supervised numerous undergraduate and postgraduate theses in marketing-related topics.

Lela Nurlaela Wati, Universitas Teknologi Muhammadiyah Jakarta

Prof. Lela Nurlaela Wati is a professor of Management specializing in strategic management, organizational development, and sustainability in business. With extensive academic and professional experience, she has published widely in national and international journals and mentors students at various levels, fostering rigorous and impactful research.

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