PENGARUH STRATEGI PROMOSI DIGITAL SKINCARE CAMILLE PADA EVENT TANGGAL KEMBAR TIKTOK SHOP TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Penelitian ini bertujuan menganalisis pengaruh konten digital, live streaming, flash sale, dan gratis ongkir terhadap keputusan pembelian produk skincare Camille Beauty di platform Tiktok Shop selama event tanggal kembar di Yogyakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 130 responden yang dipilih melalui teknik purposive sampling, yaitu konsumen yang pernah membeli produk Camille Beauty melalui Tiktok Shop saat event tanggal kembar. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa konten digital, flash sale, dan gratis ongkir berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Sementara itu, live streaming tidak memberikan pengaruh signifikan dalam penelitian ini. Temuan tersebut menunjukkan bahwa strategi promosi yang memberikan keuntungan ekonomi langsung, didukung konten yang informatif dan persuasif, lebih efektif dalam meningkatkan keputusan pembelian pada social commerce. Penelitian ini diharapkan menjadi referensi bagi pelaku usaha dalam mengoptimalkan fitur Tiktok Shop guna meningkatkan penjualan produk lokal secara lebih tepat sasaran.

This research aims to analyse the influence of digital content, live streaming, flash sales, and free delivery on purchasing decisions for Camille Beauty skincare products on the Tiktok Shop platform during the ‘twin-date’ event in Yogyakarta. The study employs a quantitative approach using a survey method involving 130 respondents selected via purposive sampling; specifically, consumers who had previously purchased Camille Beauty products via Tiktok Shop during the ‘twin-date’ event. Data were analysed using Partial Least Squares (PLS)-based Structural Equation Modelling (SEM). The results indicate that digital content, flash sales, and free delivery have a positive and significant influence on consumer purchasing decisions. Meanwhile, live streaming did not have a significant influence in this study. These findings suggest that promotional strategies offering direct economic benefits, supported by informative and persuasive content, are more effective in enhancing purchasing decisions within social commerce. This study is intended to serve as a reference for businesses in optimising Tiktok Shop features to boost sales of local products in a more targeted manner.