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All Journal SASTRANESIA: Jurnal Program Studi Pendidikan Bahasa dan Sastra Indonesia Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) ProBisnis : Jurnal Manajemen Business Management MULTIPLE: Journal of Global and Multidisciplinary Advances in Management & Financial Reporting Jurnal Strategi dan Inovasi Bisnis Intensi: Jurnal Riset Manajemen
Risca Ariska Ramadhan
SEKOLAH TINGGI ILMU EKONOMI YAPIS DOMPU
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Utilitarian Motivation and Promotions on Purchase Decisions: Perceived Value as a Mediating Variable Among TikTok Shop Users in Indonesia Naila Salsabila; M. Ikhwan Mansyuri; Risca Ariska Ramadhan
Advances in Management & Financial Reporting Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i2.782

Abstract

Purpose: This study examines the effects of utilitarian motivation and promotions on purchase decisions and tests the mediating role of perceived value among TikTok Shop social commerce users in Indonesia. Research Method: This research used an explanatory quantitative design. Data were collected from 91 STIE Yapis Dompu students who actively use TikTok Shop. The sample size was determined using the rule of 5–10 times the number of observed indicators. The variables analyzed were utilitarian motivation, promotions, perceived value, and purchase decisions. Data were processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS v3. Results and Discussion: The findings show that utilitarian motivation and promotions have positive and significant effects on perceived value and purchase decisions. Perceived value also positively and significantly affects purchase decisions. However, perceived value does not significantly mediate the effects of utilitarian motivation and promotions on purchase decisions, although the indirect effects are positive. This indicates that TikTok Shop users tend to respond directly to practical benefits and promotional offers without extensive evaluation of value. Implications: TikTok Shop businesses should emphasize promotional strategies that encourage quick purchases, such as flash sales and live discounts, while improving transaction convenience.
Co-Authors Ardiansyah Deka Indriani Irwansyah Irwansyah Irwansyah Irwansyah Jubaidah Jubaidah Lili Suryaningsih Lilis Marlina M. Ikhwan Mansyuri Naila Salsabila Nursulfiati Nurul Fitratul Ramdani Nurul Hayat Rizky Ananda Rizky Ramadhan Shoalihin Shoalihin Subhan, Ega Saiful Ta’jiah Ta’jiah Yeye Suhaesty