The Role of Influencer Credibility and Flash Sales in Driving Purchase Decisions among TikTok Live Consumers
Abstract
The purpose of this study is to examine how consumer purchasing decisions regarding the TikTok Live feature in Cirebon City are influenced by influencer credibility and flash sales. PLS-SEM analysis is used in this study's quantitative methodology. Customers who have interacted or completed transactions via live streams on the TikTok platform are the study's participants. Purposive sampling was used to gather the research sample, which consisted of 140 participants and predetermined respondent criteria. A Likert scale was used in a questionnaire to gather data. The findings show that consumer purchasing decisions on TikTok Live are positively and significantly impacted by influencer credibility. Additionally, it was discovered that flash sale tactics significantly and favorably affected consumer purchasing decisions. Additional data indicates that the flash sale strategy has the strongest effect on increasing customer purchasing decisions. These results underscore the importance for digital marketers to prioritize the implementation of strategic limited-time promotions supported by the selection of credible influencers to maximize consumer purchasing decisions within the live commerce ecosystem.
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