Influence of Discount and Customer Rating on Impulse Buying: A Study on Gen Z TikTok Shop Users in Bandar Lampung

Rahmat Dwi Saputra; Maulana Agung P; Winda Septiani

doi:10.59653/jbmed.v3i03.1772

Authors

Rahmat Dwi Saputra Lampung University, Indonesia
Maulana Agung P Lampung University, Indonesia
Winda Septiani Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia

DOI:

https://doi.org/10.59653/jbmed.v3i03.1772

Keywords:

Discount, Customer Rating, Impulse Buying

Abstract

TikTok Shop has emerged as a highly favored e-commerce platform among Generation Z due to its engaging and interactive shopping experience. However, the platform's ease of access and frequent usage can also lead to impulsive buying behavior. On the other hand, large discounts and high customer ratings are its own attractions that influence impulse buying. Generation Z who grew up in this digital era tend to rely on TikTok Shop as their main online shopping platform, especially in Bandar Lampung where digital growth is relatively high. This research aims to test how much influence discounts and customer ratings have on impulsive purchases in TikTok shop. Quantitative approach and explanatory research design were used in this study. The process of data collection in this study was carried out by distributing questionnaires to a total of 100 respondents who are categorized as members of Generation Z and are active users of TikTok Shop in the city of Bandar Lampung. The selection of respondents was done using a purposive sampling technique, which means participants were chosen based on specific criteria relevant to the research objectives. Once the data was collected, it was processed and analyzed using multiple linear regression analysis to examine the relationship between the variables studied. The findings of this research indicate that both discount offers and customer ratings significantly and positively affect impulsive buying behavior. This influence is evident not only when these variables are considered individually but also when they are examined simultaneously. Among the two, discounts exert the strongest influence, indicating that price reductions are more effective in driving impulsive purchasing behavior. Together, these two variables account for 36.8% of the variance in impulse buying, the remaining 63.2% was effect by other factors that were not studied by the researchers in this research.

Downloads

Download data is not yet available.

References

Databox. (2023). Indonesia Has the 2nd Most TikTok Users in the World. Accessed from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/e648305dcaf6b0f/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-dunia

Firmansyah, A. (2019). Product and Brand Marketing: Planning and Strategy. Surabaya: Qiara Media.

Gasiorowska, A. (2011). Gender as a Moderator of Temperamental Causes of Impulse buying Tendency. Journal of customer Behavior. Vol. 10. No 2.

Hafizhoh, F. R., Gunaningrat, R., & Akhmad, K. A. (2023). Discounts, live streaming, and online customer reviews on consumers' buying interest on the Tiktok Shop application. Journal of Information Systems and Business Management Publications, 2(3), 204-219.

Hariyanto, H. T., & Trisunarno, L. (2020). Analysis of the Influence of Online Customer Reviews, Online Customer Ratings, and Star Sellers on Customer Trust to Purchase Decisions at Online Stores at Shopee. ITS Engineering Journal, 9(2), 234–239.

Hasim, M., & Lestari, R. B. (2022). The Influence of Discounts, Hedonistic Shopping Motivation, E-WOM and Shopping Lifestyle on Impulse Buying on Tokopedia. In Forbiswira Business and Entrepreneurship Forum (Vol. 12, No. 1, pp. 59-69).

Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, Diskon, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.

Kemp, S., & Moey, S. (2019). Ecommerce in Indonesia in 2019 - DataReportal - Global Digital Insights. Retrieved from https://datareportal.com/reports/digital-2019-ecommerce-in-indonesia

Kotler, P. & Keller, K. L. (2016), Marketing Management Volume I 12th Edition. Jakarta: Erlangga.

Kurniawan, B. (2021). The Influence of Online Customer Reviews and Ratings on Purchase Interest on Lazada. Scientific Journal of Business Management and Accounting, 2(1), 121–129.

Lackermair, G., Kailer, D. & Kanmaz, K., 2013. Importance of Online Product Reviews from a Consumer ’ s Perspective. , 1(1), pp.1–5.

Murhadi, W. R., & Reski, E. C. (2022). The Influence of E-Service Quality, Brand Awareness, Trust, Word of Mouth, and Satisfaction on Customer Loyalty on Tiktok Shop (Study on Tiktok Shop Customers). Journal of Asian Business and Economic Research, 16(2), 229-240.

Musaharun, I., Kuwado, F. J., & Rudi, A. (2022). Looking at Gen Z's Shopping Style. Retrieved from https://jeo.kompas.com/Shopee-or-tokopedia-who-is-who-champion-in-the-heart-gen-z

Ningrum, P. A. D., & Pudjoprastyono, H. (2023). The Influence of Shopping Lifestyle and Discount on Impulse Buying in Shopee E-commerce in UPN "Veteran" East Java Students. EKOMBIS REVIEW: Scientific Journal of Economics and Business, 11(1), 767-776.

Nuraini, L. S., & Praswati, A. N. (2024). The Influence of e-WOM, Customer Rating, and Discount Products on Impulse Buying in Generation Z in Solo City. Journal of Aerospace Management, 17(1), 201-211.

Prastiwi, S. K., & Auliya, Z. (2017). Online Customerr Reviews (OTRs) and Rating: New Era in Indonesia Online Marketing Online Customerr Reviews (OTRs) and Rating: New Forces in Online Marketing in Indonesia. EBBANK Journal, 8(1), 89–98.

Pratiwi, V. J., Efendi, F., Fariz, M., Zikrinawati, K., & Fahmy, Z. (2023). The Effect of Shopping Discount Vouchers on Tiktok Application Live Streaming on Implusive Buying Behavior Among UIN Walisongo Semarang Students. Student Scientific Creativity Journal, 1(2), 391-400.

Prayoga, H., Khudori, K. U., & Fitmawati, F. (2024). The Influence of Consumer Characteristics and Sharia Maqashid on Impulse Purchases of Generation-Z (Doctoral dissertation, State Islamic Institute (IAIN) Curup).

Priangga, I., & Munawar, F. (2021). The Effect of Online Customer Reviews and Online Customer Ratings on Purchase Decisions on the Lazada Marketplace (Study on Students in the City of Bandung). Journal of Business Management & Economics, 19(2), 399–413.

Rusni, A., & Solihin, A. (2022). The Influence of Hedonistic Shopping Motivation, Price Discounts and the Tagline "Free Shipping" on Impulsive Buying Decisions Online at Shopee. Scientific Journal of Management and Business, 7(2), 167- 179.

Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behaviour. Prentice Hall.

Shaputra, D. R., Akhmad, I., & Nofirda, F. A. (2024). The Influence of Shopping Lifestyle, Influencers, and Price Discounts on Impulse Buying on TikTok Shops in Pekanbaru City. Scientific Journal of Independent Student Emba, 3(2), 95-113.

Silaen, S., & Widiyono. (2013). Social Research Methods for Thesis and Thesis Research. Jakarta: Media.

Sugiyono. (2017). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta, CV.

Tjiptono, F. (2018). Marketing Services-Principles, Application, and Research. Andi Offset, Yogyakarta.

Utama, N. F., Santosa, N. S., Honesta, J., Sonbai, J. S. Y., Koesnadi, V. L., Jonathan, E., & Ningsih, R. Y. (2024). The Influence of E-Commerce on Impulsive Buying Behavior in Generation Z. Journal of Digital Management and Marketing, 2(3), 218-226.

Utamanyu, R. A., & Darmastuti, R. (2022). Online Shopping Culture of Generation Z and Millennial Generation in Central Java (Case Study of Beauty Products at Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71

Utami, C. W. (2010). Retail Management: Strategy and Operational Implementation of Modern Retail Business in Indonesia. Jakarta: Salemba Four.

Widodo, M. S. (2024). The Influence of FOMO and Sales Promotion on Impulse Buying, with Gender as a Moderation Variable. Journal of Applied Business, 8(1), 36-44.

Wisesa, I. G. B. S., Setiawan, I. K., Utami, N. L. P. M. P., Yasa, N. N. K., & Jatra, M. (2019). The Influence of Store Atmosphere, Display Product, and Discount Prices on Impulse Buying (Case Study on Indomaret in Denpasar) I Putu Widya Artana. E-Journal of Economics and BusinessUdayana University, 8, 369-394.

Yistiani. 2012, The Influence of Outlet Atmosphere and Retail Services on Hedonic Value and Impulse Purchase of Matahaari Department Store Duta Plaza Customers in Denpasar, Udayana University Management Journal, Vol. 6 No 2.