Pengaruh Price Discount, Free Shipping Dan Online Store Atmosphere Terhadap Minat Beli Konsumen Pada Live Streaming Tiktok Shop
DOI:
https://doi.org/10.47747/jismab.v6i1.2652Keywords:
Price Discount, Free Shipping, Online Store Atmosphere, Purchase IntentionAbstract
This study analyzes the effect of price discounts, free shipping, and online store atmosphere on purchase intention in TikTok Shop's live streaming. The research method used is quantitative, with a sample of 100 respondents collected through Google Forms distributed on social media platforms. Using three independent variables (Price Discount, Free Shipping, and Online Store Atmosphere) and one dependent variable (Purchase Intention), the results showed that Price Discount (sig. 0.000), Free Shipping (sig. 0.034), and Online Store Atmosphere (sig. 0.000) each have a positive and significant effect on Purchase Intention. Simultaneously, the three independent variables have also been proven to significantly affect purchase intention. The coefficient of determination test results show that price discounts, free shipping, and online store atmosphere can explain 76.1% of the variation in purchase intention, while other factors outside the research model explain the remaining 23.9%. These findings provide practical implications for online stores to pay attention to discount pricing strategies, provide free shipping services, and create an attractive online store atmosphere in order to increase consumer buying interest effectively.
References
Amalina, V., & Riofita, H. (2024). Pengaruh Strategi Pemasaran Live Shopee Terhadap Keputusan Pembelian Konsumen. Jurnal Inovasi Pendidikan, 6(2), 386–400.
Berman, B., & Evans, J. R. (2019). “Retail Management” Dialih bahasakan oleh Lina Salim, 12 th. Edition. Pearson.
Febriah, I., & Febriyantoro, M. T. (2023). Pengaruh Live Video Streaming Tiktok, Potongan Harga, dan Gratis Ongkir Terhadap Keputusan Pembelian. Jurnal Ecodemica : Jurnal Ekonomi Manajemen Dan Bisnis, 7(2), 218–225. https://doi.org/10.31294/eco.v7i2.15214
Fitri, C. A., Fitri, S., & ahrizal, M. (2024). Pengaruh Promo Gratis Ongkos Kirim Terhadap Minat Beli di Shopee. Jurnal Inovasi Ekonomi Syariah Dan Akuntansi, 1(5), 197–210. https://doi.org/10.61132/jiesa.v1i5.482
Hastuti, W., & Riofita, H. (2024). Strategi Pemasaran Menggunakan Fitur Shopee Live Streaming Sebagai Media Promosi Untuk Meningkatkan Daya Tarik Konsumen. Jurnal Inovasi Pendidikan, 6(2), 494–505.
Herlinawati, E., Sumawidjaja, R. N., Sudaryo, Y., Chandra Jaya, R., & Dayona Ismail, G. (2023). The Model For Improving Business Performance Using Microfinancial Institutions And Entrepreneurship Competencies. Sosiohumaniora, 25(1), 116. https://doi.org/10.24198/sosiohumaniora.v25i1.44707
Hermawan, T., Dermawan, R., & Dermawan, R. (2024). The Effect of Price Perception and Shopping Lifestyle on Impulse Buying at TikTok Shop among Generation Z in Surabaya City. Indonesian Journal of Business Analytics, 3(6), 2141–2152. https://doi.org/10.55927/ijba.v3i6.5933
Hernández, E. M. G., Meyer, J.-H., & Trujillo, A. (2021). Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions (pp. 129–136). https://doi.org/10.1007/978-3-030-76520-0_14
Kotler, & Armstrong. (2018). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing Management. Pearson Education, Inc.
Latifah, L., & Nurmalasari, N. (2023). Pengaruh Diskon Harga, Gratis Ongkos Kirim Dan Promosi Terhadap Minat Beli Mahasiswa Pada Aplikasi Tiktok Shop. Jurnal Ekonomi STIEP, 8(2), 120–127. https://doi.org/10.54526/jes.v8i2.187
Lestari, A., & Jaya, R. C. (2025). Pengaruh Diskon, Live Streaming Selling dan Online Customer Review Terhadap Keputusan Pembelian Produk Skincare The Originote (Studi Pada Marketplace Shopee). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(1), 314–327. https://doi.org/10.35870/jemsi.v11i1.3629
Maulana, H. A., & Asra, Y. (2019). Analisa Pengaruh Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian pada E-Commerce oleh Generasi Z di Daerah Pedesaan. Inovbiz: Jurnal Inovasi Bisnis, 7(2), 162. https://doi.org/10.35314/inovbiz.v7i2.1220
Mochammad, B., Najib, M., & Ali, M. M. (2020). Factor Affecting Business Sustainability of Small and Medium Coffee Shop. Jurnal Teknologi Industri Pertanian, 30(3), 308-318.
Nazar, M. R., Oloando, A. T., Putri, M. A., Berri, C., & Tazkia, M. (2023). Pengaruh Perkembangan Teknologi terhadap E-Commerce. Jurnal Pendidikan Tambusai, 7(1), 1817–1823.
Nur Afandi, M., Heru Purwanto, B., Suryaningprang, A., Lan, S., & Cimandiri, J. (2019). Organising Medium Term Development Plan System Conceptual Model in the West Java Province. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 10, Issue 8). www.ijicc.net
Pitaloka, A. D., Hartoyo, H., & Ali, M. M. (2022). Faktor-faktor yang Memengaruhi Niat Beli Ulang Sayuran Melalui Platform E-Commerce di Jabodetabek. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.8.1.314
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. CV Pustaka Setia.
Rahman, F., & Sarah, S. (2024). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Fashion Di Tiktok Shop Pada Pengguna Aplikasi Tiktok. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 2041–2049. https://doi.org/10.35870/jemsi.v10i3.2505
Riandi, M. M., & Sarah, S. (2024). Pengaruh Potongan Harga, Live Streaming, dan Online Customer Review terhadap Minat Beli Konsumen pada Aplikasi TiktokShop. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 2101–2109. https://doi.org/10.35870/jemsi.v10i3.2528
Rizkya, S. N., Sarah, S., & Wijaya, F. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi, & Bisnis, 5(1).
Sari, E. (2022). Pengaruh Promosi Gratis Ongkos Kirim, Online Customer ReviewDan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Pada Mahasiswa Prodi Manajemen Universitas Hkbp Nommensen Medan). Universitas HKBP NOMMENSEN.
Seftian, R. M., & Jaya, R. C. (2024). Pengaruh Diskon, Harga Dan Iklan Terhadap Keputusan Pembelian Produk Eyevit. Jemsi (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(6), 3321–3330. Https://Doi.Org/10.35870/Jemsi.V10i6.3341
Sofiati (Efi), N. A., Sudaryo, Y., Natigor, D. H., & Jaya, R. C. (2023). Increased Customer Satisfaction Using Digital Marketing Implementation In The Banking Industry Image. Sosiohumaniora, 25(1), 80. Https://Doi.Org/10.24198/Sosiohumaniora.V25i1.45604
Suteja, J. (2019). Greek Crisis, Co-Integration, And Contagion Effect Of Sharia Stock Markets In Indonesia Malaysia And Singapore: Is There A Problem For Investors? In Journal Of Entrepreneurship Education (Vol. 22, Issue 2).
Utami, C. W. (2017). Manajemen ritel : Strategi dan implemantasi operasional bisnis ritel modern di Indonesia. Salemba Empat.
Wijaya, F., Nur Aryanti, A., Herlinawati, E., & Studi Manajemen, P. (2023). BUSINESS DEVELOPMENT STRATEGY IN FISH CAGE GROUP (STUDY ON FISH BAMBOO CAGE GROUP IN SUKAJADI DISTRICT, BANDUNG CITY). Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 89(1). https://doi.org/10.24198/adbispreneur.v8i1.41180
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Asnita Kartika, Rama Chandra Jaya
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyrights
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/ )
