The Influence of Flash Sale and Content Marketing on Purchase Decisions on TikTok Shop
Keywords:
Flash Sale, Content Marketing, Purchasing Decisions, TikTok Shop, Multiple Linear RegressionAbstract
The development of the TikTok Shop e-commerce platform in Indonesia has prompted companies to implement creative digital marketing strategies, such as flash sale programs and content marketing, in order to enhance consumer purchasing decisions. flash sale is a time-limited online promotional strategy that can create a sense of urgency among consumers, while content marketing involves delivering valuable content to attract attention and foster consumer engagement. Despite the widespread use of these strategies, previous studies have yielded mixed findings regarding their effects on purchase decisions. This study aims to analyze the influence of flash sale and content marketing on purchasing decisions on TikTok Shop. This research employs a survey method with 200 active TikTok Shop users in Indonesia as respondents. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS 25. The results indicate that flash sale has a positive and significant effect on purchasing decisions, and likewise content marketing has a significant positive effect. The research model has an adjusted R² of 0.776, indicating that these two variables together explain 77.6% of the variance in purchasing decisions. These findings underscore the importance of optimizing flash sale and content marketing strategies to improve consumer purchasing decisions on TikTok Shop.References
Adilla, P., & Hendratmoko, C. (2022). Pengaruh Brand Image, Harga, Kualitas Produk Dan Content Marketing Terhadap Keputusan Pemeblian Barang Thrift Melalui Instagram Di Solo Raya. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK). https://doi.org/https://doi.org/10.36441/snpk.vol2.2023.152
APJII. (2025). Survei Penetrasi Internet Dan Perilaku Penggunaan Internet. https://survei.apjii.or.id/survei
Darpito, S. H. (2022). The effect of flash sale on purchase decision moderated by product knowledge. International Journal of Business Ecosystem & Strategy (2687-2293), 4(1), 37–41. https://doi.org/10.36096/ijbes.v4i1.301
Dwi Nuraini, K., & Ibnu Fitroh Sukono Putra, F. (2024). Mengapa Para Netizen Memutuskan Pembelian Pada Produk Skincare Somethinc? Pengaruh Influencer, Live Streaming Dan Program Flash Sale. Jurnal Manajemen Sosial Ekonomi, 4(1), 26–37. http://journal.stiestekom.ac.id/index.php/dinamika
Dwintri Nata, S., & Sudarwanto, T. (2022). Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products. In Sudarwanto Journal of Economics and Business Aseanomics (Vol. 7, Number 1). http://academicjournal.yarsi.ac.id/jeba
Faturrohman, M. D., & Widarta. (2024). The Influence of Flash Sales, Viral Marketing and Electronic Word of Mouth (E-WOM) on the Purchase Intention of Z Generation in Online Shopping on Tiktok Shop Marketplace. Formosa Journal of Multidisciplinary Research, 3(7), 2683–2698. https://doi.org/10.55927/fjmr.v3i7.10093
Fun Nabila, Z., Fadhillah, I., Fitriyasari, A., & Nabila, Z. F. (2025). The Influence Of Flash Sales And Consumer Trust On Purchase Decisions Of Skincare Beauty Products At Guardian Store Surabaya. PARAPLU JOURNAL |, 2(4), 2025.
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697382
GoodStats. (2024, November 1). 1,7 Juta Penduduk Indonesia di Daerah Tertinggal Tidak Menggunakan Internet, Kenapa? https://goodstats.id/article/masyarakat-indonesia-masih-banyak-yang-tidak-menggunakan-internet-apa-alasannya-qxPZz
GoodStats. (2025, November 1). Perbandingan Penetrasi Internet Indonesia dengan Negara Tetangga 2025. https://data.goodstats.id/statistic/perbandingan-penetrasi-internet-indonesia-dengan-negara-tetangga-2025-Tvinr
Hoyer, W. D., Maclnnis, D. J., & Pieters, R. (2023). Consumer Behavior (8th ed.). Cengange Learning.
Intan Rakhmayanti Dewi. (2024, November 12). Tokopedia-TikTok Kalah Jauh Lawan Penguasa Ecommerce RI . https://www.cnbcindonesia.com/tech/20240719115730-37-556038/tokopedia-tiktok-kalah-jauh-lawan-penguasa-ecommerce-ri
Iskamto, D. (2021). Investigation of Purchase Decisions Based on Product Features offered. ADPEBI International Journal of Business and Social Science, 1(1), 1–9. https://doi.org/10.54099/aijbs.v1i1.1
Khoirunnisa, K., Pramularso, E. Y., & Hardani, H. (2024). Keputusan Pembelian melalui Content Marketing dan Influencer Marketing pada Pengguna Aplikasi TikTok. Solusi, 22(4), 396–412. https://doi.org/10.26623/slsi.v22i4.10440
kompas. (2025, December 25). Jumlah Pengguna Internet di Indonesia Tahun 2025 Tembus 229,4 Juta . https://tekno.kompas.com/read/2025/08/08/16110007/jumlah-pengguna-internet-di-indonesia-tahun-2025-tembus-2294-juta
kompasiana. (2025, November 1). Teknologi Sebagai Motor Penggerak Globalisasi Ekonomi Modern. https://www.kompasiana.com/fadiraaulia/68103d9eed64152ec70dd3f2/teknologi-sebagai-motor-penggerak-globalisasi-ekonomi-modern
kontan. (2024, December 28). Penjualan Pelaku Usaha Bisa Naik 7 Kali Lipat Berkat Live Shopping di ShopTokopedia. https://pressrelease.kontan.co.id/news/penjualan-pelaku-usaha-bisa-naik-7-kali-lipat-berkat-live-shopping-di-shoptokopedia
Kotler, Philip., Keller, K. Lane., & Chernev, Alexander. (2022). Marketing management. Pearson Education Limited.
Malhotra, N. K. . (2018). Marketing research : an applied orientation. Pearson India Education Services.
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
Muh Abdul Aziz. (2023). Strategy Analyst Improves Purchasing Decisions And Loyalty Through Brand Image, Life Style And Product Quality. Syntax Idea, 5(7). https://doi.org/10.46799/syntax-idea.v5i7.2416
Nawwaf Haikal Al-Fairuz. (2025). Pengaruh Live Streaming, Flash Sale dan Ulasan Produk terhadap Keputusan Pembelian pada E-Commerce. Jurnal Publikasi Ilmu Manajemen, 4(2), 82–97. https://doi.org/10.55606/jupiman.v3i3.4340
Nur Afifah, S. (2024). The Influence of Price, Product Quality, and Content Marketing, on Purchasing Decisions in Tiktok Shop E-Commerce (Case Study on Wiraraja University Students, Sumenep). 1(5). https://doi.org/10.62872/zqaqhs21
Prabawati Putri Handayani, W., Kurniawati, D., & Joko Pitoyo, D. (2025). The Influence of Scarcity Promotion on Impulse Purchase Behavior: A Mediation Analysis of Arousal. http://ojs.unik-kediri.ac.id/index.php/ekonika
Prof. Dr. Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif dan R&D.
Rizky Aprillia Damayanti, & Sri Nawangsari. (2025). The Effect of Free Shipping, Online Customer Review, Online Promotion, And Flash Sale on Purchase Decisions n Shopee E-Commerce. Economic Reviews Journal, 4(3). https://doi.org/10.56709/mrj.v4i3.847
Rizqy, C., Rizqy Maudy, C., & Yanita Setyawati, C. (2024). Pengaruh Celebrity Endorser, Electronic Word of Mouth, Content Marketing Tiktok terhadap Keputusan Pembelian Produk Scarlett Whitening. 5(6). https://doi.org/https://doi.org/10.46799/jsa.v5i6.1199
Sudarsono. (2022). Pengaruh Big Data, Content Marketing, Artificial Neural Networks Terhadap Minat Beli Dan Keputusan Pembelian Secara Online di Indonesia. Seminar Nasional Kepariwisataan.
Sulistia, Z., Soleh, A., & Rahman, F. (2025). The Influence Of Shopee Paylater, Shipping Vouchers And Shopee Application Flash Sales On User Purchasing Decisions In The Manna City Area South Bengkulu District. JURNAL EMBA, 2(1), 81–94. https://doi.org/10.37676/jemba.v2i1
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Electronic Commerce 2018 A Managerial and Social Networks Perspective Ninth Edition. http://www.springer.com/series/10099
Zahri, N. J., Luthfi, A. M., & Windayati, D. T. (2024). Pengaruh Flash Sale, Promo Gratis Ongkos Kirim, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Skintific Melalui E-Commerce Shopee di Kota Batam. http://ejurnal.univbatam.ac.id/index.php/Manajerial
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How Social Media Influencers Narrative Strategies Benefit Cultivating Influencer Marketing, Tackling Issues Of Barriers, Commercialised, Content, and Sponsorship Disclosure. Journal of Business Research. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.05.011
