The Influence of Discounts and Product Quality on Repeat Purchases of Wardah Cosmetic Products on the TikTok Shop Platform

Hida Anisah Widiatmah; May Dedu; Yono Maulana

doi:10.63922/ijebir.v5i04.3913

Hida Anisah Widiatmah Marketing Management, Faculty of Economics and Business, Swadaya Gunung Jati University, Cirebon, Indonesia.
May Dedu Marketing Management, Faculty of Economics and Business, Swadaya Gunung Jati University, Cirebon, Indonesia.
Yono Maulana Swadaya Gunung Jati University Cirebon, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.3913

Keywords: Consumer Loyalty, Discount Strategy, Product Quality, Repurchase Intention, Social Commerce

Abstract

This research is motivated by the increasing use of TikTok Shop as a medium for purchasing cosmetic products, especially Wardah, as well as the importance of discounts and product quality factors in encouraging consumer repeat purchases. This study aims to analyze the effect of discounts and product quality on repeat purchases of Wardah cosmetic products on the TikTok Shop platform. The study used a quantitative approach with a cross-sectional explanatory survey method. The study population was Generation Z aged 18–25 years in Cirebon City who had purchased Wardah products through TikTok Shop, with a sample of 100 respondents selected using a purposive sampling technique. The research instrument was a Likert scale questionnaire that had been tested for validity and reliability. Data analysis was carried out using descriptive statistics, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination using SPSS. The results of the study showed that discounts had a positive and significant effect on repeat purchases (t = 3.573; p = 0.001), product quality had a positive and significant effect on repeat purchases (t = 3.531; p = 0.001), and both variables simultaneously had a significant effect on repeat purchases (F = 15.381; p = 0.000) with an R² value of 24.1%. In conclusion, improving product quality and effective discount strategies can encourage repeat purchases of Wardah cosmetic products on TikTok Shop.

References

BPS (Statistik, B. P. S. K. C. (2024). Jumlah Penduduk Menurut Kelompok Umur dan Jenis Kelamin di Kota Cirebon (jiwa) , 2024 Population by Age Groups and Sex in CirebonMunicipality (people), 2024. https://cirebonkota.bps.go.id/id/statistics-table/1/OTI1OSMx/jumlah-penduduk-menurut-kelompok-umur-dan-jenis-kelamin-di-kota-cirebon--jiwa----2024.html
DataReportal’s. (n.d.). Social media statistics for Indonesia in 2024. https://datareportal.com/reports/digital-2024-indonesia
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R. E. (2014). Multivariate data analysis. Open Journal of Social Sciences, Vol.6, No. https://www.scirp.org/reference/referencespapers?referenceid=2190475
(Aulia et al., 2024)Adhe, O., Mirandi, S., & Rimiyati, H. (2023). PENGARUH DISKON, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA MATAHARI DEPARTMENT STORE YOGYAKARTA. In Journal of Business and Halal Industry (Issue 1). https://economics.pubmedia.id/index.php/jbhi
Aulia, H., Gia Tiara Praliana, M., & Maulana, Y. (2024). The Effect of E-WOM, Lifestyle on Purchasing Decisions with Brand Image as a MediaAng Variable (Case Study on Compass Official Shopee Shoes). In Asian Journal of Engineering, Social and Health (Vol. 3, Issue 4).
Budiasih, A. N., Nujum, S., & Mapparenta, M. (2024). The Effect of Trust Information Quality and Discount on Cosmetic Purchasing Decisions through Online Media. Journal La Bisecoman, 5(2), 185–194. https://doi.org/10.37899/journallabisecoman.v5i2.1149
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9). https://doi.org/10.1016/j.heliyon.2022.e10619
Farhan Maulana, M., Maulana, Y., & Romdonny, J. (2025). THE INFLUENCE OF DIGITAL MARKETING, PRODUCT QUALITY, AND CONSUMER BEHAVIOR ON PURCHASE DECISIONS AT POINT COFFEE CIREBON. In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 8, Issue 3).
Hayyina, R., Zumrotul, F., & Ritomiea, R. (2025). Pengaruh Content Marketing, Brand Awareness, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Wardah di Kota Surabaya. Jambura Economic Education Journal, 7(1), 405–419.
Hayyina Rahma, Z. F. (2025). Pengaruh Content Marketing, Brand Awareness, dan Kualitas Produkterhadap Keputusan Pembelian Kosmetik Wardah di Kota Surabaya. JAMBURA ECONOMIC EDUCATION JOURNAL, Volume 7, 405–419. https://ejurnal.ung.ac.id/index.php/jej/index,
Ike Nur Fadlilah. (2025). Pengaruh Kualitas Produk, Promosi Diskon, Dan Kemudahan Pembelian Terhadap Minat Pembelian Ulang Produk Kecantikan Ms Glow Di Kota Surabaya. Jurnal Ilmiah Ekonomi dan Manajemen. Jurnal Ilmiah Ekonomi Dan Manajemen, Vol.3, No. 3, 325–340. https://ejurnal.kampusakademik.co.id/index.php/jiem/article/view/4125/3696
Insania Alfi Mesita, & Agus Wahyudi. (2024). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Skincare Skintific. Jurnal Ekonomi, Akuntansi, Dan Perpajakan, 1(3), 141–151. https://doi.org/10.61132/jeap.v1i3.246