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All Journal Jurnal Informasi dan Komunikasi Administrasi (JIKAP) Algebra : Jurnal Pendidikan Sosial dan Sains
Mella Yunita
Tjut Nyak Dhien University
Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Physics Social Sciences Other

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Discount and promotion strategies as drivers of consumer buying behavior on TikTok Shop Elnis Krisdayantiana Halawa; Khamo Waruwu; Mella Yunita
JIKAP (Jurnal Informasi dan Komunikasi Administrasi Perkantoran) Vol 10, No 2 (2026): Maret
Publisher : Program Studi Pendidikan Administrasi perkantoran FKIP UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jikap.v10i2.115885

Abstract

Abstrak: Penelitian ini bertujuan menganalisis pengaruh diskon dan promosi terhadap keputusan pembelian produk skincare Glad2Glow di TikTok Shop. Variabel independen dalam penelitian ini adalah diskon dan promosi, sedangkan keputusan pembelian merupakan variabel dependen. Penelitian menggunakan metode kuantitatif dengan populasi konsumen yang membeli produk Glad2Glow melalui TikTok Shop, melibatkan 103 responden sebagai sampel. Analisis data dilakukan menggunakan regresi linear berganda dengan tingkat signifikansi 5% dan diolah melalui SPSS versi 25. Hasil penelitian menunjukkan bahwa nilai Fhitung sebesar 16,013 lebih besar dari Ftabel 3,09 dengan signifikansi 0,000 < 0,05. Temuan ini menunjukkan bahwa diskon dan promosi secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian produk Glad2Glow. Dengan demikian, strategi diskon dan promosi terbukti efektif dalam meningkatkan keputusan pembelian konsumen pada platform TikTok Shop. Kata kunci: insentif harga; komunikasi pemasaran digital; pembelian e-commerceAbstract: This study aimed to analyze the effects of discount and promotion strategies on the purchase decisions of consumers purchasing Glad2Glow skincare products through the TikTok Shop platform. The independent variables comprised discounts and promotions, while the dependent variable was purchase decision. A quantitative research design was employed, and data were collected from 103 respondents who had purchased Glad2Glow products via TikTok Shop. Multiple linear regression analysis was conducted at a significance level of 5% using SPSS version 25. The results revealed that the calculated F-value of 16.013 exceeded the Ftable value of 3.09, with a significance level of .000 < .05. These findings indicate that discount and promotion strategies simultaneously exert a positive and significant effect on purchase decisions for Glad2Glow products. Accordingly, discount and promotion strategies are demonstrated to be effective mechanisms for increasing consumer purchase decisions on the TikTok Shop platform. Keywords: digital marketing communication; e-commerce purchasing; price incentives
THE INFLUENCE OF CONSUMER BEHAVIOR AND PURCHASE INTEREST ON SALES VOLUME AT THE PARKIR FASHION CLOTHING STORE Yanto Putra Firman Jaya Hulu; Ahmad Yudhira; Mella Yunita; Khamo Waruwu
Algebra : Jurnal Pendidikan, Sosial dan Sains Vol. 6 No. 2 (2026): Algebra : Jurnal Pendidikan Sosial dan Sains
Publisher : Yayasan Amanah Nur Aman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58432/bmhh1e61

Abstract

This research is motivated by the increasingly tight competition conditions in the clothing retail business and the low sales volume at the Fashion Parking Clothing Store, which is thought to be influenced by consumer behavior and purchasing interests that tend to change, the jump between product expectations and reality, and suboptimal marketing strategies. The purpose of this study was to determine the Influence of Consumer Behavior and Purchase Intention on Sales Volume at the Parkir Fashion Clothing Store. This research was conducted at the Parkir Fashion Clothing Store located at Jalan Kapten Muslim, Helvetia Tengah, Helvetia District, Medan City, North Sumatra 20117-Indonesia. The population in this study was all consumers who made purchases at the Parkir Fashion clothing store. The sampling method used in this study was a nonprobability sampling technique, resulting in a sample of 96 respondents. This study used primary data collected using a questionnaire. Data analysis methods used data analysis, multiple linear regression, classical assumptions, hypothesis testing, and coefficient of determination tests using SPSS 24 for Windows. The results showed that consumer behavior and purchasing interest partially influenced sales volume at the Parkir Fashion clothing store. Consumer behavior and purchasing interest simultaneously influenced sales volume at the Parkir Fashion clothing store. The coefficient of determination test showed that 54.6% of sales volume factors could be explained by consumer behavior and purchasing interest variables, while the remaining 43.6% was explained by other factors not examined in this study.
THE INFLUENCE OF PRODUCT INNOVATION AND LOCATION ON BUSINESS COMPETITIVENESS ALMADANI JUARA CEMILAN IN PAJUS MARKET Mariyotis Zebua; Ahmad Yudhira; Khamo Waruwu; Mella Yunita
Algebra : Jurnal Pendidikan, Sosial dan Sains Vol. 6 No. 2 (2026): Algebra : Jurnal Pendidikan Sosial dan Sains
Publisher : Yayasan Amanah Nur Aman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58432/ec473f73

Abstract

This research is motivated by the importance of micro-enterprise competitiveness in facing increasingly fierce competition, particularly for the Almadani Juara Snacks business in Pajus Market. The purpose of this study was to determine the effect of product innovation and location on business competitiveness. This study used a quantitative approach, collecting data through a questionnaire from 100 respondents who were Almadani Juara Snacks consumers, using an accidental sampling technique. Data analysis was performed using multiple linear regression. The results showed that product innovation had a partial significant effect on business competitiveness, with a calculated t-value of 4.804 > t-table 1.660 and a significance value of 0.000 < 0.05. Location also significantly influenced business competitiveness, with a calculated t-value of 3.062 > t-table 1.660 and a significance value of 0.003 < 0.05. Furthermore, product innovation was the most dominant variable influencing business competitiveness compared to location. Simultaneously, product innovation and location significantly influence business competitiveness. The discussion shows that increasing product innovation, such as flavor and packaging variations, along with strategic location selection, can increase consumer interest and maintain business sustainability. The conclusion of this study is that product innovation and location play a crucial role in enhancing the competitiveness of Almadani Juara Cemilan in Pajus Market.
Co-Authors Ahmad Yudhira Elnis Krisdayantiana Halawa Khamo Waruwu Mariyotis Zebua Yanto Putra Firman Jaya Hulu