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All Journal JURNAL MANAJEMEN MOTIVASI
Eka Aulia Zulfiyanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Social Media Marketing dan Price Fairness terhadap Keputusan Pembelian melalui Minat Beli pada TikTok Shop Eka Aulia Zulfiyanti; Brahma Wahyu Kurniawan; Mawar Ratih Kusumawardani
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9528

Abstract

This purposive online survey of 122 existing TikTok Shop buyers examines social media marketing, price fairness, purchase intention, and self-reported purchase decisions using SmartPLS 4. Five direct paths were positive and significant. Reported indirect effects were 0.098 (p = 0.023) for marketing and 0.092 (p = 0.048) for fairness; complementary partial mediation remains qualified pending bootstrap intervals. Explained variance was 52.7% for intention and 53.3% for decisions. Questionnaire associations do not establish transaction outcomes or temporal ordering. Informative content and transparent prices are contextual implications, not tested sales interventions.
Co-Authors Brahma Wahyu Kurniawan Mawar Ratih Kusumawardani