Pengaruh Potongan Harga dan Gratis Ongkos Kirim Terhadap Impulse Buying pada Pengguna Tiktok Shop di Jakarta Pusat
DOI:
https://doi.org/10.63822/pjxasd32Keywords:
Discounts, Free Shipping, Impulse Buying, TikTok ShopAbstract
The development of technology and digitalization has encouraged the growth of e-commerce and changes in consumer purchasing behavior. TikTok Shop utilizes various promotional strategies, such as discounts and free shipping, which may encourage impulse buying. This study aims to determine the effect of Discounts and Free Shipping on Impulse Buying among TikTok Shop users in Central Jakarta. This research employed a quantitative approach using a survey method and multiple linear regression analysis with SPSS. The results showed that Discounts have a positive and significant effect on Impulse Buying, with a significance value of 0.012 < 0.05 and a Standardized Beta of 0.261. Free Shipping also has a positive and significant effect on Impulse Buying, with a significance value of 0.005 < 0.05 and a Standardized Beta of 0.289. Simultaneously, both variables have a significant effect on Impulse Buying, with an F-value of 12.812 and a significance value of < 0.001. The R Square value of 0.216 indicates that Discounts and Free Shipping explain 21.6% of the variation in Impulse Buying. Based on the Standardized Beta values, Free Shipping has a relatively greater influence on Impulse Buying than Discounts
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Copyright (c) 2026 Viga Romadhona Syaviana, Didin Solehudin (Author)
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