Pengaruh Diskon dan Gratis Ongkos Kirim Terhadap Impulsive Buying Konsumen Pada TikTok Shop Saat Event Promo 12.12

The Effect of Discounts and Free Shipping on Impulsive Buying of Consumers on TikTok Shop During Promo Event 12.12

Abstract

The rapid growth of the e-commerce industry, which continues to increase every year, has had a significant impact on shifting consumer shopping behavior towards a more consumptive one. This phenomenon requires businesses to implement more aggressive marketing strategies to attract customers. TikTok Shop is a social commerce platform that actively utilizes sales promotion strategies as its main pillar. This study aims to determine the effect of discounts and free shipping, both partially and simultaneously, on consumer Impulsive Buying at TikTok Shop during the 12.12 promo event in South Jakarta. The data collection method in this study used a questionnaire. The results showed that partially, discounts had a positive and significant effect on Impulsive Buying with a calculated t-value of 2.313 > t-table 1.984. Conversely, the free shipping variable partially did not have a significant effect on Impulsive Buying because the calculated t-value was 1.854 > t-table 1.984. However, simultaneous testing proves that the discount and free shipping variables together have a positive and significant effect on consumer Impulsive Buying, as indicated by the F-count value of 5.691, which is greater than the F-table of 3.09.