Rafif Muhammad Hirsya, Hujjatullah Fazlurrahman, Ika Diyah Candra Arifah

Pengaruh Social Proof dan Kualitas Visual Konten TikTok Shop terhadap Minat Beli dengan Promotional Overload sebagai Variabel Moderasi pada Generasi Z

Introduction

Pengaruh social proof dan kualitas visual konten tiktok shop terhadap minat beli dengan promotional overload sebagai variabel moderasi pada generasi z. Studi ini menganalisis pengaruh social proof dan kualitas visual konten TikTok Shop terhadap minat beli Gen Z, dimoderasi oleh promotional overload. Temukan bagaimana promosi berlebihan melemahkan minat beli.

Abstract

Digitalization shifts consumer behavior. This study aims to analyze the effect of social proof and visual content quality on Gen-Z's purchase intention on TikTok Shop, with promotional overload as a moderating variable. The research utilizes a quantitative approach with purposive sampling, collecting data from 204 Gen-Z TikTok Shop users via an online questionnaire. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The general findings indicate that both social proof and visual content quality significantly and positively influence consumer purchase intention. Furthermore, promotional overload is found to significantly moderate and weaken the positive effects of both independent variables on purchase intention. In conclusion, while social proof and attractive visuals are critical in driving digital sales, excessive promotional exposure can diminish consumer interest due to information fatigue.

Review

This study tackles a highly relevant and contemporary issue within digital marketing, focusing on the factors influencing Generation Z's purchase intentions on TikTok Shop. The research meticulously investigates the individual contributions of social proof and visual content quality, while introducing the novel moderating variable of promotional overload. Employing a quantitative methodology, the authors collected data from 204 Gen-Z TikTok Shop users and utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software, providing a solid analytical framework for exploring this dynamic and rapidly evolving e-commerce environment. The findings offer significant insights into consumer behavior on social commerce platforms. Confirming existing literature, the study demonstrates that both social proof and visual content quality positively and significantly influence Gen-Z's purchase intentions, reinforcing their fundamental importance in digital marketing strategies. Crucially, the research identifies a substantial moderating role for promotional overload, revealing that excessive exposure to promotions actively weakens the positive impact of both social proof and visual quality on purchase intent. This nuanced discovery underscores a critical challenge for marketers: while persuasive elements are vital, over-saturation can lead to consumer fatigue and counterproductive outcomes. Overall, this paper makes a valuable contribution to the understanding of digital marketing and consumer behavior, particularly concerning Generation Z within social commerce. Its strengths include a highly timely topic, a clear and robust methodology, and the significant finding regarding promotional overload, which adds a crucial layer of complexity to our understanding of online persuasion. While the study provides a strong empirical foundation, future research might explore the psychological mechanisms underpinning how promotional overload diminishes interest, perhaps through qualitative approaches, or investigate its effects across different social commerce platforms to assess generalizability. Nevertheless, the conclusions drawn are well-supported and offer actionable insights for businesses optimizing their digital sales strategies.

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