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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Pemberdayaan Masyarakat Madani (JPMM) Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JURNAL MANAJEMEN The Spirit of Society Journal : International Journal of Society Development and Engagement Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Sketsa Bisnis Journal of Humanities and Social Studies International Journal of Economics, Business and Accounting Research (IJEBAR) Budimas : Jurnal Pengabdian Masyarakat Journal of Management and Entrepreneurship Research International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Ilmu Manajemen Mulawarman (JIMM) Jurnal Ilmu Ekonomi Mulawarman (JIEM) Jurnal Sosial dan Sains Jurnal Indonesia Sosial Sains Priviet Social Sciences Journal Indonesian Journal of Advanced Research (IJAR) ABDIMU Jurnal Pengabdian Kepada Masyarakat Asian Journal of Social and Humanities PENG: Jurnal Ekonomi dan Manajemen Jurnal Ekonomi Syariah Mulawarman (JESM) Jurnal Dinamika Manajemen Journal of Social Sciences and Technology for Community Service
Herning Indriastuti
Universitas Mulawarman
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FROM DISCOUNTS TO DECISIONS: THE ROLE OF BRAND REPUTATION IN TIKTOK GO'S F&B CONSUMER ECOSYSTEM Novia Fitri Yanti Saragih; Herning Indriastuti; Heni Rahayu Rahmawati
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

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Abstract

This study aims to examine the effect of TikTok discount vouchers on consumer purchase decisions in the food and beverage (F&B) sector, with brand reputation as a mediating variable within the social commerce ecosystem. The growing use of TikTok Go as a promotional channel reflects a shift in consumer behavior from passive content exposure to transaction-driven digital engagement. However, the effectiveness of discount strategies in this context is not solely determined by price incentives, but also by perceived brand reputation. This research employs a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through a survey of consumers who have used TikTok discount vouchers for F&B products. The results indicate that TikTok discount vouchers have a positive and significant effect on both brand reputation and purchase decisions. Furthermore, brand reputation significantly influences purchase decisions and acts as a mediating variable in the relationship between discount vouchers and purchase decisions. These findings suggest that the effectiveness of discount strategies in social commerce depends not only on price-based stimuli but also on the ability of brands to maintain a strong reputation. This study contributes to digital marketing literature by highlighting the integration of price promotions and brand perception in shaping consumer behavior.
Co-Authors Achmad , Gusti Noorlitaria Achmad Fachri Adhytya Nugraha Adi Anwar Adi Wijaya Adinda Nur Oktaviani Dwi Putri Ady, Muhammad Adzawiah, Prinshi Rabbiatul Agil Sukadri Agus Tomako Saputra AHMAD GAZALI DAHLAN Alexander Sampeliling Alexander Sampeliling Alexander Sampeliling Alexander Sampeliling Alfianty Rizky Ramadhanti Alfina Damayanti AMELIA SETYAWATI, AMELIA Ananta, Andi Asti Ani Sri Winarti Annisa Dwi Ratnasari Aprilliani, Nur Ardiyanti Syifa Rahmani Asnawati Asnawati Asnawati Asnawati Asnawati Asnawati Budi Nugroho Cantika Virgores Damayanti, Alfina Dedy Alfiannur Dian Anita Nuswantara Dian Ratna Sari Dirga Lestari Doddy Adhimursandi Endi Pembudi Eny Rochaida Fadillah Ridho Pangestu Fajar, Andy Fega Septia Rustam Feri Rahmat Gusti Noorlitaria Gusti Noorlitaria A Gusti Noorlitaria Achmad Hairul Anwar Hajjra Hajjra Heni Rahayu Rahmawati Hidayati Tetra Imron Sohsan Imron Sohsan, Imron J. Kuleh Jamaluddin, M Nur Jayanti Reike Jefryadi Yeskel Jeny Arita Jofachri, Muhammad Johanes Babtista Barca Sally Kembaren Johanes Babtista Barca Sally Kembaren Joko Susilo Joko Susilo Joko Susilo Kiki Andriani Purty Lenjau, Jalung Setiawan Lucky Apriliyanti Mutholib Lusiana Emiliani Weti M. Alda Saputra Marhamah, Putri Al Martiyanti, Dwi Maulia Syafda M Meri Meri Muhammad Faizuddin Muhammad Hilmi Lingga Sabda KasiH MuhammadRisyan Mahendra Putra Mukhlis Mukhlis Muslihin Muslihin Niken Fortuna Nila Kartika Norhayati Norhayati Norhayati Norhayati, Norhayati Noris Marten Polanco Nova, Meri Novia Fitri Yanti Saragih Nur Aprilliani Nur Ita’ Zahrah Nur Mahani Nur Rahman Ramadhany Al-Fatih Nuraeni, Hera Oktaviani, Rizka Purwati Pamasang S. Siburian Pamasang Siburian Pembudi, Endi Prinshi Rabbiatul Adzawiah Purty, Kiki Andriani Puspo Dewi Dirgantari Putit, Lennora Putra Darma Negara Putu Meilya Ayu Widyastini Rabiatul Adawiyah Rachmat Kurniawan Rahman, Iradah Rahmat Hidayat Rahmat, Feri Rahmawati Rahmawati Rahmawati, Heni Rahayu Rahmawati, Rahmawati Rama Rama Ramadhanti , Alfianty Rizky Raudatul, Salsabilla Raya Sulistyowati Renhard, Kaleb Retno Dewi Perwita Risnawati Risnawati Rizal Rizal Rizal Rizal Rizky Abdillah Isma Rizky Khotijatul Mahgfiroh Rizky Yudaruddin Robiansyah, Robiansyah Rufina Pramuditha Rufina Pramuditha Safira, Zuyyina Santi Wiji Astuti Siti Kamisah Siti Kumala Dewi Siti Qomariah Sri Wahyuni Sri Winarti, Ani Sudarjo Sudibyo, Zsaghandy Adjisuastika Sugangga, Amelia Sugangga, Rayyan Suharno Suharno Syahar Banu, Syahar Syamsiar, Syamsiar Syarifah Hudayah Theresia Militina Utama, Dandi Begi Warsita, Meisy Yohanes Kuleh Yunita Sari ZA, Saida Zainurossalamia Zainuddin, Julham Zsaghandy Adjisuastika Sudibyo Zukhruf, Ratu Dintha Insyani