The Influence of Affiliate Marketing, Flash Sale, Live Streaming, and Online Customer Review on Fashion Purchase Decisions on TikTok Shop

Abstract

Purpose: This study aims to examine the effect of affiliate marketing, flash sale, live streaming, and online customer review on purchase decisions for fashion products on TikTok Shop in Jember Regency, Indonesia.

Design/methodology/approach: This research employs a quantitative method with an associative-causal design. Data were collected from 102 respondents who had purchased fashion products through TikTok Shop in Jember Regency, selected using purposive sampling. Data were obtained through an online questionnaire measured with a five-point Likert scale and analyzed using multiple linear regression with the assistance of SPSS.

Findings: The results show that affiliate marketing, flash sale, live streaming, and online customer review each have a positive and significant partial effect on purchase decisions. Online customer review is the most dominant variable (β = 0.691; t = 7.041), followed by flash sale (β = 0.615), live streaming (β = 0.554), and affiliate marketing (β = 0.418). The four variables jointly explain 61.2% of the variance in purchase decisions (Adjusted R² = 0.612).

Practical implications: Fashion sellers on TikTok Shop should prioritize the active management of customer reviews, design structured and periodic flash sale programs, improve the quality and interactivity of live streaming sessions, and build sustainable partnerships with credible content-creator affiliates.

Originality/value: Unlike most previous studies that examine these variables separately or in metropolitan settings, this study simultaneously tests four digital-marketing variables in the context of fashion products in a non-metropolitan area, Jember Regency, thereby contributing to the external validity of social commerce research in Indonesia.

Paper type: Empirical