Pengaruh Storytelling, Live Affiliate, dan Flash Sale pada Akun Tiktok Glow with Me terhadap Peningkatan Penjualan Cushion G2G

Aprilia Kusumaningtyas; Indah Handaruwati

doi:10.37481/sjr.v9i4.1578

Authors

Aprilia Kusumaningtyas Universitas Kristen Teknologi Solo
Indah Handaruwati Universitas Kristen Teknologi Solo

DOI:

https://doi.org/10.37481/sjr.v9i4.1578

Keywords:

Storytelling, Live affiliate, Flash Sale, TikTok, Sales

Abstract

The rapid growth of social commerce on TikTok has encouraged businesses to adopt various digital marketing strategies to improve sales performance. However, empirical evidence regarding the combined effect of storytelling, live affiliate, and flash sale on product sales remains limited, particularly in the cosmetic industry. This study aims to examine the partial and simultaneous effects of storytelling, live affiliate, and flash sale on the sales performance of G2G Cushion products promoted through the Glow With Me TikTok account. A quantitative approach was employed using a survey method involving 40 respondents selected through purposive sampling. Data were collected using structured questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The findings indicate that live affiliate and flash sale have a positive and significant effect on sales improvement, while storytelling does not significantly influence sales performance. Simultaneously, the three variables significantly affect sales performance, with an Adjusted R² value of 0.858, indicating that 85.8% of the variation in sales improvement is explained by the proposed model. These findings suggest that interactive promotion and time-limited offers are more effective than narrative-based content in encouraging purchasing decisions on TikTok.

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