The Effect of Discounts on Purchase Decisions on the TikTok Shop Application

Hairil Nurdin (Politeknik Negeri Kupang, Indonesia)
Taqwa Sultan (Politeknik Negeri Kupang, Indonesia)
Maxymilianus Soter Mite Kombong (Politeknik Negeri Kupang, Indonesia)
Grancia Caroline Bria (Politeknik Negeri Kupang, Indonesia)

ARTOKULO: Journal of Accounting, Economic and Management
Vol. 1 No. 2 (2024): May - August 2024

This study aims to explore the effect of discounts on purchasing decisions among students of the Department of Business Administration, State Polytechnic of Kupang. The research method used is quantitative with descriptive and associative approaches. Data was collected through a questionnaire distributed to 30 respondents who had made purchases through TikTok Shop. The data was analyzed using SPSS 25. Descriptive analysis showed that the majority of respondents were female students aged 22 – 25 years. The results of a simple linear regression analysis show that discounts have a positive and significant influence on purchase decisions. Contributing to this research, businesses should increase discounts on TikTok shops to increase the potential of potential customers and retain existing customers.