Pengaruh Promosi Penjualan Melalui TikTok Shop terhadap Keputusan Pembelian Roti Gembong Gembul dengan Minat Beli Konsumen Sebagai Variabel Mediasi

This study aims to analyze the influence of TikTok Shop-based sales promotions on
purchase intention and purchase decisions, the influence of purchase intention on
purchase decisions, and the role of purchase intention in mediating the effect of
TikTok Shop-based sales promotions on the purchase decisions of Roti Gembong
Gembul consumers in Palembang City. A quantitative approach using a survey
method was employed. Purposive sampling was used to select 107 respondents who
had viewed promotions for and purchased Roti Gembong Gembul via TikTok Shop.
Data were collected through questionnaires and analyzed using the Structural
Equation Modeling-Partial Least Squares (SEM-PLS) method with SmartPLS 3
software. The results indicate that TikTok Shop-based sales promotions have a
positive and significant effect on purchase intention. However, TikTok Shop-based
sales promotions do not have a significant effect on purchase decisions. Purchase
intention has a positive and significant effect on purchase decisions. Furthermore,
purchase intention was found to significantly mediate the effect of TikTok Shop�based sales promotions on purchase decisions, demonstrating full mediation. These
findings suggest that sales promotions via TikTok Shop are more effective at driving
purchase decisions by first fostering consumer purchase intention. Therefore,
promotional strategies should focus on building consumer interest before
encouraging purchase decisions.
Keywords: Sales Promotion, TikTok Shop, Purchase Intention, Purchase Decision,
SEM-PLS.