Pengaruh Program Diskon terhadap Niat Pembelian Ulang Emas Perhiasan di Tiktok Shop

Abstract

Perkembangan social commerce TikTok Shop membuka peluang baru bagi konsumen untuk memanfaatkan program diskon untuk melakukan pembelian emas fisik. Penelitian ini menganalisis pengaruh program diskon, perceived value, dan satisfaction terhadap niat pembelian ulang emas perhiasan di TikTok Shop. Pendekatan kuantitatif digunakan dengan metode purposive sampling terhadap konsumen yang pernah membeli dan menjual kembali emas perhiasan tersebut melalui program diskon. Data dianalisis menggunakan analisis deskriptif berbasis nilai indeks dan metode SEM-PLS. Hasil penelitian menunjukkan seluruh hipotesis diterima. Program diskon berpengaruh signifikan terhadap perceived value. Perceived value berpengaruh signifikan terhadap satisfaction. Satisfaction dan program diskon masing-masing berpengaruh signifikan terhadap niat pembelian ulang. Ketiga variabel mampu menjelaskan sebagian besar variasi niat pembelian ulang. Temuan ini menegaskan peran strategis diskon sebagai stimulus yang membentuk persepsi nilai investasi dan mendorong niat pembelian ulang secara berkelanjutan dalam ekosistem social commerce.

The growth of TikTok Shop as a social commerce platform has created new opportunities for consumers to purchase physical gold jewelry through discount programs. This study examines the effects of discount programs, perceived value, and satisfaction on consumers' repurchase intention for gold jewelry on TikTok Shop. A quantitative approach was employed using purposive sampling of consumers who had purchased and resold gold jewelry through discount programs. The data were analyzed using descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all proposed hypotheses were supported. Discount programs significantly influence perceived value, which in turn significantly affects satisfaction. Both satisfaction and discount programs also have significant positive effects on repurchase intention. These findings emphasize the strategic role of discount programs in enhancing perceived investment value and encouraging sustained repurchase intention within the social commerce ecosystem.