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All Journal International Journal of Digital Entrepreneurship and Business (IDEB) Journal Of Human And Education (JAHE)
Hendrik Permana
Universitas Sumatera Barat, Indonesia
Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Social Proof and Urgency Scarcity can Mediate The Influence of Tiktok Ads on Purchasing Decisions Hendrik Permana; Rainier Hendrik Sitaniapessy; Nurul Septya Magisa; Rizaldy Rizaldy; Sintya Purwandaningsih
Journal Of Human And Education (JAHE) Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v6i4.2840

Abstract

The rapid development of the social commerce ecosystem has transformed digital consumer behavior, with social media platforms like TikTok shifting towards direct transaction generation. This study aims to empirically analyze and prove the mediating role of Social Proof and Urgency Scarcity in the influence of TikTok Ads on consumer Purchasing Decisions. Employing an explanatory quantitative approach, data were gathered via a structured online questionnaire administered to 285 active consumer respondents who had previously purchased products through the TikTok platform. The sampling technique utilized purposive sampling, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The empirical findings reveal that TikTok Ads have a direct, positive, and significant effect on Social Proof, Urgency Scarcity, and Purchasing Decisions. Furthermore, mediation analysis confirms that both Social Proof and Urgency Scarcity significantly mediate the relationship between TikTok Ads and consumer Purchasing Decisions. Social Proof acts as a driver of psychological trust and social validation, whereas Urgency Scarcity triggers an emotional push through the Fear of Missing Out (FOMO), accelerating the purchase execution process. Practical implications suggest that digital marketers should design TikTok advertising strategies that extend beyond visual appeal by ethically integrating authentic social proof and time-sensitive scarcity triggers to maximize sales conversion rates.
Adoption Of Business Intelligence Systems in Small and Medium Enterprises: An Integrated TAM-TOE Perspective Dorris Yadewani; Hendrik Permana; Marjohan .; Salamiah Muhd Kulal
International Journal of Digital Entrepreneurship and Business Vol 7 No 1 (2026): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : Universitas Jakarta Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v7i1.405

Abstract

This study investigates the factors influencing the adoption of business intelligence (BI) systems among small and medium enterprises (SMEs). By integrating the Technology Acceptance Model (TAM) with the Technology-Organization-Environment (TOE) framework, this research proposes a comprehensive model that was empirically tested using data collected from 312 SME managers across multiple industries in Indonesia. A quantitative approach was employed using an online survey instrument, and the data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS-SEM). The results indicate that perceived usefulness, organizational readiness, and competitive pressure are the strongest predictors of BI adoption intention among SMEs. Interestingly, perceived ease of use has a weaker effect than expected, suggesting that SME managers prioritize strategic value over usability when considering BI adoption. Furthermore, top management support positively moderates the relationship between organizational readiness and BI adoption intention. This study extends the theoretical understanding of technology adoption in resource-constrained settings and provides practical recommendations for BI vendors and policymakers targeting the SME market.
Co-Authors Dorris Yadewani Marjohan . Nurul Septya Magisa Rainier Hendrik Sitaniapessy Rizaldy Rizaldy Salamiah Muhd Kulal Sintya Purwandaningsih