The Effectiveness of Hard-Selling Strategies in TikTok Videos on Product Purchase Intention via Sales Performance Among Young Adult Women

Abstract

Rahma Helmalia Putri, 2026. “The Effectiveness Of Hard Selling Strategy In Tiktok Videos On Product Sales Performance Through Purchase Intention Among Young Adult Women (Hanasui Sunscreen): A Case Study Of Pt Eka Jaya Internasional.” This study aims to analyze the effect of the Hard Selling strategy in TikTok videos on purchase intention and sales performance of Hanasui Sunscreen among young adult women, as well as to analyze the role of purchase intention as a mediating variable. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to young adult women who had previously viewed Hanasui Sunscreen TikTok videos. The data were then analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results of the study indicate that (1) the Hard Selling strategy has a positive and significant effect on purchase intention, (2) the Hard Selling strategy has a positive and significant effect on sales performance, (3) purchase intention has a positive and significant effect on sales performance, and (4) purchase intention positively and significantly mediates the effect of the Hard Selling strategy on sales performance. These findings indicate that the Hard Selling strategy presented through TikTok videos is effective in increasing Consumer purchase intention while simultaneously contributing to improved sales performance of Hanasui Sunscreen. This study is expected to serve as a reference for companies in developing effective digital marketing strategies through social media, particularly TikTok, to enhance competitiveness and sales performance of Skincare  Products.