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All Journal Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial
Retna Dwi Winady
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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The Effects of Celebrity Endorsement and Flash Sales on Purchasing Decisions for Glad2Glow Products on TikTok Shop Retna Dwi Winady; Surnita Sandi Wiranata; Tedi Kustandi
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 13 No 4 (2026): Konfrontasi, December
Publisher : Budapest International Research and Critics University

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Abstract

The development of digital commerce has changed consumer behavior, particularly in the beauty and skincare industry. TikTok Shop is one of the rapidly growing social commerce platforms in Indonesia, encouraging companies to implement digital marketing strategies, such as celebrity endorsement and flash sale programs, to increase consumer purchasing decisions. This study aims to analyze the effects of celebrity endorsement and flash sales on purchasing decisions for Glad2Glow skincare products among female students of the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon. The study uses a quantitative approach with descriptive and hypothesis-testing methods. The sample consists of 83 respondents selected through purposive sampling. Data were analyzed using IBM SPSS Statistics. The results show that celebrity endorsement has a positive and significant effect on purchasing decisions (t = 5.188; p < 0.001). Flash sales also have a positive and significant effect on purchasing decisions (t = 3.985; p < 0.001). Together, the two variables significantly affect purchasing decisions (F = 50.690; p < 0.001), with an adjusted R square of 0.548. This means that celebrity endorsement and flash sales explain 54.8% of purchasing decisions, while the remaining 45.2% is influenced by factors outside the study. These findings indicate that combining credible celebrities with time-limited promotional programs can increase consumer purchasing decisions on social commerce platforms.
Co-Authors Surnita Sandi Wiranata Tedi Kustandi