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All Journal JURNAL LENTERA BISNIS
Siregar, Norberta
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Economics, Econometrics & Finance Social Sciences

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PENGARUH FLASH SALE TERHADAP MINAT BELI SOMETHINC DIMODERASI OLEH MOTIVASI BELANJA HEDONIS PADA PLATFORM TIKTOK SHOP Siregar, Norberta; Triadinda, Dexi; Retnosary, Rieke
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2220

Abstract

This study aims to analyse how Somethinc’s flash sale programme on TikTok Shop influences purchase intent among Generation Z, with hedonistic shopping motivation serving as a moderating variable. The researcher employed a quantitative approach and collected data via a survey of TikTok Shop users who had previously used the Somethinc flash sale feature. The results of the analysis indicate that the flash sale has a positive and significant impact on hedonistic shopping motivation, and influences purchasing intention both directly and indirectly. Hedonistic shopping motivation was found to have a positive and significant effect on purchase intention, thereby acting as a key channel through which the flash sale influences consumers’ purchasing decisions. The coefficient of determination indicates that the research model possesses a moderate to strong explanatory power
Co-Authors Retnosary, Rieke Triadinda, Dexi