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All Journal Jurnal Strategi Bisnis Teknologi
Nanda Hapsari
Universitas Pandanaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Live Streaming, Online Customer Review, dan Flash Sale terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening Nanda Hapsari; Dyah Ika Kirana Jalantina; Maria Magdalena Minarsih
Jurnal Strategi Bisnis Teknologi Vol. 3 No. 3 (2026): Agustus: Jurnal Strategi Bisnis Teknologi (JUSBIT)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jusbit.v3i3.1681

Abstract

This study aims to analyze the effects of Live Streaming, Online Customer Review, and Flash Sale on Purchase Intention with Brand Image as an intervening variable for Bostanten bags on TikTok Shop. The research used a quantitative approach with a survey method. The population consisted of residents of Semarang City, while the sample comprised 100 respondents selected using purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using SPSS version 26 through validity and reliability testing, classical assumption testing, multiple linear regression, t-test, coefficient of determination, and Sobel test. The results show that Live Streaming, Online Customer Review, and Flash Sale have positive and significant effects on Brand Image. Live Streaming and Online Customer Review also have positive and significant effects on Purchase Intention, while Flash Sale does not have a significant direct effect on Purchase Intention. Brand Image has a positive and significant effect on Purchase Intention. The Sobel test further shows that Brand Image significantly mediates the effects of Live Streaming, Online Customer Review, and Flash Sale on Purchase Intention. These findings indicate that strengthening brand image is an important mechanism for converting digital marketing stimuli into consumer purchase intention on TikTok Shop.
Co-Authors Dyah Ika Kirana Jalantina Maria Magdalena Minarsih