INTERNATIONALPUBLISHERINTERNATIONALPUBLISHER
Neo Journal of economy and social humanitiesNeo Journal of economy and social humanitiesThe purpose of this study is to examine the impact of flash sales, bundling products, and social media marketing on purchasing decisions of Skintific skincare at the Skintific Official Shop on TikTok Shop in Islamic business perspective. A quantitative approach with a purposive sampling strategy and a sample size of 100 respondents was used to study Bandar Lampung customers. Respondents who had bought Skintific products through TikTok Shop were given questionnaires to complete in order to gather data, and the Smart-PLS program was used for analysis. The association between the independent factors (social media marketing, flash sales, and product bundling) and the dependent variable (buying decision) was investigated using multiple linear regression analysis. The findings indicate that flash sale, and product bundling social media marketing, significantly and influence consumers decisions to buy. In order to improve customer purchase decisions, business practitioners can use the findings from this study to optimise digital marketing techniques in line with Islamic business principles.
It can be concluded that the instruments used in this research were both valid and reliable.Each variable was considered null when the validity test revealed that multiple indicators did not reach the minimum correlation value (< 0.The indicators that remain in use are indicators with correlation values > 0.In The Flash Sale variable there are 5 indicators that fall, in the Bundling Product variable there is 1 indicator that falls, in the social Media marketing variable there are 5 indicators that fall, and in the purchase decision variable (Y) there are 3 indicators that fall.The three factors under investigation flash deals, product bundling, and purchase decisions made by customers were positively impacted by social media marketing.The decision to purchase Skintific skincare products is positively impacted by the Flash Sale, as evidenced by the T-statistic value of 2.Bundling items also had a positive impact (t-statistic = 2.001, social media marketing had the most effect.These results demonstrate that social media marketing, product bundling, flash deals, and other digital influence consumers purchase decisions.Therefore, businesses that sell on e-commerce platforms such as Shopee and TikTok Shop can take advantage of these strategies to increase product appeal and drive increased sales.However, from the perspective of Islamic business, the marketing strategy used must still consider ethical values and social responsibility.Islam emphasizes the importance of honesty, transparency, and avoiding consumptive behavior and waste in buying and selling transactions.Strategies such as flash sales and overly aggressive social media marketing risk encouraging impulse buying, which is contrary to the principle of balanced consumption in Islam.Therefore, Muslim business actors are required to carry out business strategies that are not only economically effective, but also based on the values of Justice, expediency (maslahah), and blessing (barakah), so that business activities carried out are not only profitable in the world, but also worth worship in the sight of Allah SWT.
To further explore the impact of digital marketing strategies on consumer behavior, future research could delve into the role of social media influencers in shaping purchasing decisions. By examining the influence of trusted influencers on consumer perceptions and preferences, researchers can gain deeper insights into the complex dynamics of online marketing. Additionally, an investigation into the effectiveness of personalized marketing strategies, such as targeted advertising and customized product recommendations, would provide valuable insights for businesses aiming to optimize their digital marketing approaches. Furthermore, a comparative study analyzing the impact of different marketing strategies across various e-commerce platforms could offer valuable guidance for businesses seeking to maximize their online presence and sales. Finally, exploring the intersection of digital marketing and consumer psychology, particularly in the context of impulse buying and decision-making processes, would contribute to a more comprehensive understanding of consumer behavior in the digital age.
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