Published: 2026-10-01

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

DOI: 10.35870/emt.v10i4.7377

Rafif Muhammad Hirsya, Hujjatullah Fazlurrahman, Ika Diyah Candra Arifah
  • Rafif Muhammad Hirsya: Universitas Negeri Surabaya
  • Hujjatullah Fazlurrahman: Universitas Negeri Surabaya
  • Ika Diyah Candra Arifah: Universitas Negeri Surabaya
No Cover Available
Article Metrics
Share:

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.

Keywords

Social Proof; Visual Content Quality; Purchase Intention; Promotional Overload; TikTok Shop

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Hirsya, R. M., Fazlurrahman, H., & Arifah, I. D. C. (2026). Pengaruh Social Proof dan Kualitas Visual Konten TikTok Shop terhadap Minat Beli dengan Promotional Overload sebagai Variabel Moderasi pada Generasi Z. Jurnal EMT KITA, 10(4), 2459-2468. https://doi.org/10.35870/emt.v10i4.7377
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2026)

  • Section: Articles

  • Published: 2026-10-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Rafif Muhammad Hirsya, Universitas Negeri Surabaya
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Universitas Negeri Surabaya, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

Hujjatullah Fazlurrahman, Universitas Negeri Surabaya
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Universitas Negeri Surabaya, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

Ika Diyah Candra Arifah, Universitas Negeri Surabaya
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Universitas Negeri Surabaya, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

References
  • Aghivirwiati, G. A. (2023). Pengaruh customer experience dan kepuasan terhadap purchase intention TikTok Shop. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(7), 1330. https://doi.org/10.24843/eeb.2023.v12.i07.p08.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aghivirwiati, G. A. (2024). Pengaruh brand image dan kepuasan terhadap purchase intention pada TikTok Shop (studi pada generasi zilenial). Relasi: Jurnal Ekonomi, 20(2), 268–281. https://doi.org/10.31967/relasi.v20i2.708.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aljanabi, A. R. A. (2023). The impact of economic policy uncertainty, news framing and information overload on panic buying behavior in the time of COVID-19: A conceptual exploration. International Journal of Emerging Markets, 18(7), 1614–1631. https://doi.org/10.1108/IJOEM-10-2020-1181.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Asyori, M., & Andani, W. (2023). Analisis regresi variabel mediasi dengan metode causal step. Jurnal Media Analisis Regresi, 12(1), 59–68.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dibda, A., & Ahmad, H. A. (2025). The role of visual imagery in building brand image and consumer purchase intention in the era of social media: A literature review. Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital, 4(1), 70–81. https://doi.org/10.55047/jekombital.v4i1.981.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Felicia, P. A. A., & Situmorang, I. R. (2026). Literature review: Pengaruh kualitas konten visual dan informasi produk terhadap minat beli pada media sosial Instagram. Menulis: Jurnal Penelitian Nusantara, 2(5), 179–186. https://doi.org/10.59435/menulis.v2i5.1140.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hair, J. F., Black, W., Babin, B., & Anderson, R. (2018). Multivariate data analysis (8th ed.). Cengage Learning.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Husniyah, A. (2026). Pengaruh trust, visual appeal, online customer review terhadap minat beli skincare Glad2glow pada live TikTok Shop di Karanganyar [Skripsi, Universitas Dharma Aub].
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Idrus, M., et al. (2024). Metodologi penelitian manajemen dan bisnis. Jurnal Ilmu Sosial dan Manajemen, 12(2), 45–60.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Laajalahti, I. (2023). Website visuality and usability: How visual design can help prevent information overload on data-heavy websites. https://urn.fi/URN:NBN:fi-fe2023050441063.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nikmah, N., & Zaidah, N. (2022). Pentingnya social proof dalam digital marketing (studi pada marketplace Shopee). Jurnal Dialogika: Manajemen dan Administrasi, 4(1), 26–32. https://doi.org/10.31949/dialogika.v4i1.7823.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nurdin, N., Musmahendra, M., Rumissing, D., Riyadi, S., Sari, N. K., & Haritza, D. (2025). The influence of social proof on consumer purchase decisions after the merger of TikTok Shop and Tokopedia in Makassar City. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(1), 270–280. https://doi.org/10.61912/jeinsa.v4i1.175.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pernagallo, G., & Torrisi, B. (2022). A theory of information overload applied to perfectly efficient financial markets. Review of Behavioral Finance, 14(2), 223–236. https://doi.org/10.1108/RBF-07-2019-0088.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sauqi, M. A., & Huda, A. S. (2025). Pengaruh social proof, kemudahan, dan trust terhadap minat beli Gen Z di TikTok Shop. El-Mal: Jurnal Kajian Ekonomi dan Bisnis Islam, 6(7). https://doi.org/10.47467/elmal.v6i7.7821.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Setiaman, S. (2021). Software SMART-PLS (3rd ed.). SmartPLS.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Siswanto, A., Amin, D., Wirawan, S., & Chamariyah. (2024). Pengaruh lingkungan kerja fisik dan nonfisik terhadap kinerja prajurit satuan kapal cepat Koarmada II dengan motivasi sebagai variabel intervening pada KRI Hiu-634. Jurnal EMT KITA, 8(4), 1513–1527. https://doi.org/10.35870/emt.v8i4.3250.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sobar, A., & Setiadi, S. (2025). User generated content dan daya tarik visual dalam keputusan pembelian fashion lokal TikTok Shop. REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen, 1(2), 61–70.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Syiamudawan, M. E. A., Nurhasan, R., & Roji, F. F. (2026). Pengaruh customer experience terhadap brand switching dengan mediasi electronic word of mouth pada pengguna TikTok Shop Indonesia. El-Mal: Jurnal Kajian Ekonomi dan Bisnis Islam, 7(1), 88–105. https://doi.org/10.47467/elmal.v7i1.10252.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Trianita, A., & Damayanti, R. W. (2024). Pengaruh kualitas tampilan aplikasi dan harga terhadap minat beli Gen Z dengan kepuasan pelanggan sebagai mediasi pada pengguna social commerce TikTok Shop di Yogyakarta. Jurnal Akuntansi dan Manajemen Bisnis, 4(2), 113–126. https://doi.org/10.56127/jaman.v4i2.1619.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads