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The Effects of Social Media Marketing and Price Fairness on Purchase Decisions through Purchase Intention on TikTok Shop

Year: 2026

Type: article

Abstract: This purposive online survey of 122 existing TikTok Shop buyers examines social media marketing, price fairness, purchase intention, and self-reported purchase decisions using SmartPLS 4. Five direct paths were positive and significant. Reported indirect effects were 0.098 (p = 0.023) for marketing and 0.092 (p = 0.048) for fairness; complementary partial mediation remains qualified pending bootstrap intervals. Explained variance was 52.7% for intention and 53.3% for decisions. Questionnaire associations do not establish transaction outcomes or temporal ordering. Informative content and transparent prices are contextual implications, not tested sales interventions.

Source: JURNAL MANAJEMEN MOTIVASI

DOI: 10.29406/jmm.v22i2.9528

Authors: Eka Aulia Zulfiyanti, Brahma Wahyu Kurniawan, Mawar Ratih Kusumawardani

Institution: Universitas Islam Kadiri

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7223673262

FWCI:

Cites: 30

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Related to: 10