E Exploring Consumer Experience in Utilizing TikTok Shop Vouchers on Food and Beverage Products Purchases

Santi Maisaroh; Faiqoh Nurul Fitriah; Millatul Jazilah; Zeni Dharmawan; M. Shohib Al Mirbad; Nunuk Indarti

doi:10.63922/ijebir.v5i04.4399

Santi Maisaroh Universitas PGRI Wiranegara
Faiqoh Nurul Fitriah Universitas PGRI Wiranegara
Millatul Jazilah Universitas PGRI Wiranegara
Zeni Dharmawan Universitas PGRI Wiranegara
M. Shohib Al Mirbad Universitas PGRI Wiranegara
Nunuk Indarti Universitas PGRI Wiranegara

DOI: https://doi.org/10.63922/ijebir.v5i04.4399

Keywords: TikTok Shop vouchers, purchase decisions, consumers, food and beverage products

Abstract

This study aims to explore the impact of using vouchers on TikTok Shop toward consumer purchasing decisions for food and beverage products. The increasing trend of TikTok Shop as a digital marketing platform encourages business owners to utilize promotional vouchers to attract consumer interest. The research method used in this study is quantitative with a descriptive approach. Data collection was carried out by distributing questionnaires to consumers who had purchased food and beverage products through TikTok Shop. The sampling technique used was purposive sampling with criteria including active TikTok Shop users who had used vouchers while shopping. Data analysis included validity testing, reliability testing, and simple linear regression analysis to determine the effect of TikTok Shop vouchers on purchasing decisions. The results of this study indicate that TikTok Shop vouchers have a positive and significant influence on consumer purchasing decisions. The greater the benefits obtained from vouchers, such as discounts, free shipping, and cashback, the higher the tendency of consumers to purchase food and beverage products through TikTok Shop.

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