Assessing The Effects of Live Shopping, Flash Sale, and Digital Advertising on Consumer Purchase Decisions: A Study on TikTok Shop @TheDonsHouseOfficial

Abstract

The development of digital technology has brought major changes to buying and selling activities, one of which is through the Live Shopping feature on social media platforms that allows direct interaction between sellers and buyers. In addition, the Flash Sale strategy and digital advertising also play an important role in attracting consumer interest, especially in TikTok Shop, which is now widely used as a medium for online shopping. This study aims to determine the influence of Live Shopping, Flash Sale, and digital advertising on consumer purchase decisions on TikTok Shop @TheDonsHouseOfficial. The study used a quantitative method with the distribution of questionnaires to 119 respondents and analyzed using multiple linear regression with the help of SPSS version 25. The results of the study show that simultaneously and partially, these three variables have a positive and significant effect on consumer purchase decisions. This means that the better the implementation of Live Shopping, the more attractive the Flash Sale program, and the more effective Digital Advertising, the higher the consumer purchase decision on TikTok Shop @TheDonsHouseOfficial.