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Tatan Hidayat
Fakultas Ekonomi dan Bisnis, Universitas Swadaya Gunung Jati Cirebon
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Hard selling dan soft selling terhadap minat beli produk batik di platform TikTok Tatan Hidayat; Aang Curatman
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.3100

Abstract

Digital transformation through social commerce, particularly on TikTok, has changed the way people engage in economic activities. Initially an entertainment platform, TikTok has now become an effective marketing tool, especially for cultural products such as Batik. This study examines the influence of hard selling and soft selling strategies on consumers’ purchase intention for Batik on TikTok. Hard selling focuses on direct promotion, while soft selling emphasizes emotional connection and persuasive storytelling. The study used a quantitative approach with a descriptive associative research design. Data collection was conducted by distributing questionnaires to 160 TikTok users in Cirebon who had seen and purchased Batik products on TikTok before, using purposive sampling. The collected data were analyzed using multiple linear regression. The results show that hard selling and soft selling have a positive and significant effect on purchase intention. However, soft selling has a greater effect than hard selling. The two variables together explain 88.8% of the variance in consumer purchase intention. The results provide important insights for Batik entrepreneurs to optimize TikTok-based marketing to enhance consumer engagement and sales performance.
Co-Authors Aang Curatman