Pengaruh Promosi Diskon dan Persepsi Kenyamanan Fitur Keranjang Kuning terhadap Niat Bertransaksi Ulang Generasi Z Pengguna TikTok Shop

Abstract

Pertumbuhan pesat social commerce mendorong pelaku usaha memadukan promosi harga dengan fitur navigasi transaksi untuk mendorong keterlibatan dan transaksi berkelanjutan pengguna. Penelitian ini bertujuan menganalisis pengaruh promosi diskon dan persepsi kenyamanan fitur keranjang kuning terhadap niat bertransaksi ulang Generasi Z pengguna TikTok Shop, menggunakan pendekatan kuantitatif terhadap 201 responden dan dianalisis dengan PLS-SEM. Hasil penelitian menunjukkan bahwa promosi diskon dan persepsi kenyamanan fitur keranjang kuning berpengaruh positif dan signifikan terhadap niat bertransaksi ulang. Kedua prediktor secara bersama-sama mampu menjelaskan 56,8 persen variasi niat bertransaksi ulang. Secara numerik, persepsi kenyamanan fitur keranjang kuning menunjukkan koefisien jalur dan effect size yang lebih besar dibandingkan promosi diskon. TikTok Shop perlu memperhatikan kesesuaian promosi, masa berlaku promosi, serta efisiensi waktu penggunaan fitur keranjang kuning.

The rapid growth of social commerce has driven business actors to combine price promotions with transaction navigation features to encourage user engagement and sustained transactions. This study aims to analyze the influence of discount promotion and perceived convenience of the yellow basket feature on the repurchase intention of Generation Z TikTok Shop users, using a quantitative approach with 201 respondents analyzed through PLS-SEM. The results show that discount promotion and perceived convenience of the yellow basket feature have a positive and significant effect on repurchase intention. Both predictors jointly explain 56.8 percent of the variation in repurchase intention. Numerically, perceived convenience of the yellow basket feature shows a larger path coefficient and effect size than discount promotion. TikTok Shop needs to pay attention to promotion relevance, promotion validity period, and the time efficiency of using the yellow basket feature.