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All Journal Takuana: Jurnal Pendidikan, Sains, dan Humaniora
Angga Nadiyanto Prastian
Universitas Teknologi DIgital
Arts Humanities Education Social Sciences

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Pengaruh Sales promotion dan Interaksi Parasosial terhadap Keputusan Pembelian: Studi Kasus Pengguna TikTok Shop di Kota Bandung Dinda Aulia Azzahra; Angga Nadiyanto Prastian
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 5 No. 2 (2026): Takuana (July-September)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v5i2.659

Abstract

The rapid expansion of live commerce has transformed TikTok Shop into a platform where promotional strategies and host–consumer interactions play an increasingly important role in shaping purchasing behavior. This study investigates the influence of sales promotion and parasocial interaction on the purchase decisions of TikTok Shop users in Bandung, Indonesia. A quantitative research design was employed using survey data collected from 100 respondents who had previously purchased products through TikTok Shop. The data were analyzed using multiple linear regression supported by validity, reliability, and classical assumption tests. The findings reveal that both sales promotion and parasocial interaction exert a positive and statistically significant influence on purchase decisions. Sales promotion demonstrated a significant partial effect (t = 4.244, p < 0.001), while parasocial interaction also showed a significant positive effect (t = 3.630, p < .001). Simultaneously, the two variables significantly explained variations in purchase decisions (F = 25.785, p < 0.001). These findings indicate that consumers are more likely to complete purchases when attractive promotional incentives are accompanied by meaningful interactions with live-streaming hosts. The study highlights the importance of integrating promotional programs with interactive communication strategies to enhance consumer conversion within social commerce platforms.
Pengaruh Social Media Marketing dan Brand Image terhadap Keputusan Pembelian Produk Skintific di Kota Bandung Zahra Annisa Nais; Angga Nadiyanto Prastian
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 5 No. 2 (2026): Takuana (July-September)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v5i2.660

Abstract

This study aims to determine and analyze the effect of Social Media Marketing and Brand Image on the purchasing decision of Skintific products among consumers in Bandung City. The research method used is a quantitative method with descriptive and verificative approaches. The sample in this study consisted of 100 respondents determined through a purposive sampling technique. Data processing and analysis were conducted using multiple linear regression analysis with the assistance of IBM SPSS Statistics 25 software. The results showed that Social Media Marketing and Brand Image have a positive and significant effect on purchasing decisions, both partially and simultaneously. The partial test results yielded a calculated t-value of 7.086 for the Social Media Marketing variable and 6.911 for the Brand Image variable. Meanwhile, the simultaneous test results showed a calculated F-value of 53.270 with a coefficient of determination (R^2) of 0.523. Based on these findings, it can be concluded that Social Media Marketing and Brand Image play an important role in influencing and increasing the purchasing decision of Skintific products.
Co-Authors Dinda Aulia Azzahra Zahra Annisa Nais