Social Proof and Urgency Scarcity can Mediate The Influence of Tiktok Ads on Purchasing Decisions

Authors

  • Hendrik Permana Universitas Sumatera Barat, Indonesia
  • Rainier Hendrik Sitaniapessy Universitas Pattimura, Indonesia
  • Nurul Septya Magisa Institut Bisnis dan Ekonomi Indonesia
  • Rizaldy Rizaldy Institut Bisnis dan Ekonomi Indonesia
  • Sintya Purwandaningsih Universitas Islam Syekh Yusuf, Indonesia

Abstract

The rapid development of the social commerce ecosystem has transformed digital consumer behavior, with social media platforms like TikTok shifting towards direct transaction generation. This study aims to empirically analyze and prove the mediating role of Social Proof and Urgency Scarcity in the influence of TikTok Ads on consumer Purchasing Decisions. Employing an explanatory quantitative approach, data were gathered via a structured online questionnaire administered to 285 active consumer respondents who had previously purchased products through the TikTok platform. The sampling technique utilized purposive sampling, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The empirical findings reveal that TikTok Ads have a direct, positive, and significant effect on Social Proof, Urgency Scarcity, and Purchasing Decisions. Furthermore, mediation analysis confirms that both Social Proof and Urgency Scarcity significantly mediate the relationship between TikTok Ads and consumer Purchasing Decisions. Social Proof acts as a driver of psychological trust and social validation, whereas Urgency Scarcity triggers an emotional push through the Fear of Missing Out (FOMO), accelerating the purchase execution process. Practical implications suggest that digital marketers should design TikTok advertising strategies that extend beyond visual appeal by ethically integrating authentic social proof and time-sensitive scarcity triggers to maximize sales conversion rates.

Downloads

Published

2026-08-13

How to Cite

Permana, H. ., Sitaniapessy, R. H. ., Magisa, N. S., Rizaldy, R., & Purwandaningsih, S. . (2026). Social Proof and Urgency Scarcity can Mediate The Influence of Tiktok Ads on Purchasing Decisions. Journal Of Human And Education (JAHE), 6(4), 78–89. Retrieved from https://jahe.or.id/index.php/jahe/article/view/2840

Issue

Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)

Section

Articles

License

Copyright (c) 2026 Hendrik Permana, Rainier Hendrik Sitaniapessy, Nurul Septya Magisa, Rizaldy Rizaldy, Sintya Purwandaningsih

Creative Commons License

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

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the works authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journals published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).