The influence of discounts, live online shopping on TikTok on purchasing decisions through product quality: Case study of @Camille Beauty skincare products in DKI Jakarta Province

Indah Mailani, Viniyati Maftuchach () and Lela Nurlaela Wati
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Indah Mailani: Universitas Teknologi Muhammadiyah Jakarta, Jl. Minangkabau Barat No.60, RT.1/RW.1, Manggarai, Kecamatan Setiabudi, Jakarta 12650, Indonesia
Viniyati Maftuchach: Universitas Teknologi Muhammadiyah Jakarta, Jl. Minangkabau Barat No.60, RT.1/RW.1, Manggarai, Kecamatan Setiabudi, Jakarta 12650, Indonesia
Lela Nurlaela Wati: Universitas Teknologi Muhammadiyah Jakarta, Jl. Minangkabau Barat No.60, RT.1/RW.1, Manggarai, Kecamatan Setiabudi, Jakarta 12650, Indonesia

Journal of Economics and Business Letters, 2025, vol. 5, issue 3, 14-29

Abstract: The advancement of digital technologies and internet usage has been experiencing substantial growth. Technological advancements have significantly transformed contemporary commercial systems, especially free trade facilitated by electronic platforms (e-commerce). This study examined the impact of discounts and live shopping on TikTok on purchasing decisions for Camille Beauty skincare items, with product quality serving as a mediating variable. Data were obtained from 170 respondents residing in Jakarta using a Likert-scale-based questionnaire and quantitative methodologies with a causality approach. The analysis was conducted using multiple linear regression approaches with SmartPLS 4.0. The research findings indicate that discounts positively and significantly affect product quality but negatively and significantly influence purchasing decisions. Conversely, live shopping has a considerably adverse effect on product quality and purchasing choices. While product quality exerts a favorable effect, its impact on purchasing decisions is minimal. Mediation research indicates that discounts and live shopping do not significantly affect purchasing decisions when mediated by product quality. This study underscores the need to preserve product quality to cultivate consumer confidence and enhance the efficacy of promotional techniques to stimulate sales.

Keywords: Discounts; Live shopping; Product quality; Purchasing decisions; TikTok; Skincare; Jakarta (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:prv:jeblpv:481

DOI: 10.55942/jebl.v5i3.481

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