Pengaruh Flash Sale, Endorsment, dan Online Customer Review terhadap Keputusan Pembelian Melalui Minat Beli sebagai Variabel Intervening

Alya Revina Kurniati (Universitas Pandanaran)
Leonardo Budi Hasiholan (Universitas Pandanaran)
Dyah Ika Kirana Jalantina (Universitas Pandanaran)

Jurnal Manajemen Bisnis Era Digital
Vol. 3 No. 3 (2026): Agustus: Jurnal Manajemen Bisnis Era Digital

This research aims to analyze the effects of Flash Sale, Endorsement, and Online Customer Review on Purchasing Decisions through Purchase Intention as an intervening variable among Facetology skincare users on TikTok Shop in Semarang City. This quantitative study used questionnaires distributed to 100 respondents selected through purposive sampling. Data were analyzed using IBM SPSS. The results showed that Flash Sale and Endorsement had positive and significant effects on Purchase Intention, whereas Online Customer Review had no significant effect on Purchase Intention. Furthermore, Flash Sale, Endorsement, and Purchase Intention had positive and significant effects on Purchasing Decisions. In contrast, Online Customer Review had no significant effect on Purchasing Decisions. These findings indicate that promotional strategies, particularly Flash Sale and Endorsement, can increase consumers’ purchase intention and ultimately influence their purchasing decisions. However, Online Customer Review did not significantly contribute to either Purchase Intention or Purchasing Decisions among Facetology skincare users on TikTok Shop in Semarang City within this particular study context.