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Peran Brand Awareness dalam Memediasi Pengaruh Digital Advertising dan Flash Sale terhadap Keputusan Pembelian di TikTok Shop Giovvani Angela Gunawan; Kadek Devi Kalfika Anggria Wardani; Made Mulyadi; Kadek Wulandari Laksmi P.
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 1 (2026): Maret: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i1.10035

Abstract

This study aims to examine the role of brand awareness in mediating the effect of digital advertising and flash sale promotions on purchase decisions on TikTok Shop. Along with the shift in shopping behavior toward digital platforms, social commerce platforms such as TikTok Shop have become highly competitive arenas that require a comprehensive understanding of the factors driving consumer transactions. This research adopts a quantitative approach, with data collected through questionnaires distributed to 190 TikTok Shop users in Denpasar City. The sampling technique employed was proportional stratified random sampling across four districts in Denpasar City. The collected data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4.0 software. The results indicate that digital advertising and flash sale promotions have a positive and significant effect on purchase decisions. In addition, both variables also have a positive and significant effect on TikTok Shop platform brand awareness. TikTok Shop brand awareness is proven to have a positive and significant effect on purchase decisions and serves as a partial mediating variable in the relationship between digital advertising and flash sale promotions and users’ purchase decisions on TikTok Shop.
Co-Authors A.A. Ngr. Eddy Suriyadinata Gorda Adhiya Garini Putri, Dewa Ayu Adie Wahyudi Oktavia Gama Aditya, Putra Sadra Alfi Rismayanthi Anak Agung Istri Agung Maheswari Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Ngurah Oka Suryadinatha Gorda Andhika, I Putu Gede Ferry Antara, I Made Yuda Yudi Ardika, Putu Novia Artnat, Diwan Sanjaya Astawa, Ida Bagus Diaz Puja Ayu Sukaningsih Azizah, Wafid Bellya Lulu'il Husna Billah, Nyimas Austina Amelia Salsa Christy, Nyoman Evayanti Decky Cipta Indrashwara Desy Darmayanti Devianti, Amelia Dewa Ayu Putu Adhiya Garini Putri Dewi, Gusti Ayu Made Indrayani Dewi, Ni Putu Ita Purnama Diah Yonita Bella Diantari, Putu Yuliska DwiCahyani Made Erin, Ni Putu Ezekiel Griffin, Dave G. Artawan Gautama, Anak Agung Ngurah Restu Giovvani Angela Gunawan Gorda, Anak Agung Ngurah Eddi Supriyadinata Gusi Putu Lestara Permana Hariatna, I Gusti Ngurah Raditya I Dewa Made Arista Apriadi I Gusti Agung Ananda Putra I Gusti Ayu Bintang Dwijayanthi I Gusti Ayu Novita Pradnyasari I GUSTI AYU WIRATI ADRIATI I Gusti Ngurah Widya Hadi Saputra I Ketut Nadiasa I Made Wirya Darma I Nyoman Subanda I Putu Agoes Hendriki Mulyawan I Putu Dharmawan Pradhana I Putu Gede Ferry Andhika I Wayan Sutama Ida Bagus Arya Lawa Manuaba Ida Bagus Teddy Prianthara Insani Nurul Hayati Jamil, Nor Suhaira Jaya, Krisna Adi Jayanti, Kadek Irma Desiyana Jayati, Kadek Elda Kadek Ayu Putri Mahadewi Kadek Widiawati Kadek Wulandari Laksmi P. Kessa, De Guda Komang Laksmi Kurniati Komang Pramana Tri Parartha Lani Theana M. Gosong Made Mulyadi Maria Karina Winny Naro Melati Budi Srikandi Mumtaz, Nabila Yasmin Muna, Nilna Nabila Shintya Dewi Dewi Nazlah, Alifatul Ni Gusti Agung Ayu Mas Triwulandari Ni Kadek Elvina Aprelia Damayanti Ni Ketut Ayu Astiti Ni Ketut Priantini Ni Luh Gede Cahyani Putri Ni Made Ayu Trisnayanti Kusuma Ni Made Ita Sintya Dewi Ni Made Rini Darmayanti Ni Made Satyawati Nuning Indah Pratiwi Oktaviani, Ni Putu Santa Paramartha, I Gusti Agung Yoga Parasari, Nyoman Sri Manik Pertama, Gusti Putu Lestara Pradnya Paramitha Taqiyyaa Putri Ayu Permata Dewi Putri Ekaresty Haes Putu Adhiya Putri, Dewa Ayu Putu Dyah Permatha Korry putu suparna, putu R. Bagus Barend'z Amboro Ratih Dharmayanti Rustanti, Ni Made Diah Karisma Sanju Kumar Singh Sastra Dewanti, Wayan Ari Sri Fitriani, Sri Subrata, I Wayan Wisnu Sukaningsih, Ayu Supriyadinata Gor, Anak Agung Ngurah Eddy Surya Dharma Kumara, Anak Agung Bagus Syahru Ramadhan Awaluddin Fitroh Utami, Kadek Anggi Dian Vidya Shania Devi Vinny Sonia Arimbi Wanggai, Ezra Widiawati, Kadek Wijaya, I Gede Rizky Adi Yustina Elisabeth Ndari Resi