PENGARUH VIRAL MARKETING, KEMUDAHAN PENGGUNAAN DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA E- COMMERCE TIKTOK SHOP (STUDI KASUS PADA GENERASI Z DI DUSUN XI MARINDAL 1)
DOI:
https://doi.org/10.63736/dje.v4i2.1243Keywords:
Viral Marketing, Usability, Price Discounts, Online Purchases, Gen ZAbstract
The growth of social commerce through TikTok Shop has expanded rapidly and transformed the way traditional e-commerce transactions are conducted. Indonesia, as one of the major markets for TikTok Shop, shows significant potential, making it crucial to understand the factors influencing purchasing decisions, particularly among Generation Z. This study aims to analyze the influence of viral marketing, ease of use, and price discounts on online purchasing choices on TikTok Shop, with a focus on Generation Z in Dusun XI Marindal 1. The method used in this study is quantitative with a survey approach. Data collection techniques included observation, interviews, and the distribution of questionnaires. Data analysis utilized multiple linear regression following classical assumption tests. The results of the study indicate that the data follow a normal distribution with a significance level of 0.263; there is no multicollinearity, as all tolerance values are above 0.10 and the Variance Inflation Factor (VIF) is below 10; and there are no signs of heteroscedasticity. The results of the t-test show that viral marketing, ease of use, and price discounts each have a positive and significant effect on online purchasing decisions. The F-test yielded an F-calculated value of 44.064 with a significance level of 0.000, indicating that the three independent variables collectively have a significant effect on purchasing decisions. The adjusted R-squared value of 0.606 indicates that 60.6% of the variation in purchasing decisions can be explained by viral marketing, ease of use, and price discounts, while the remaining 39.4% is influenced by other factors not included in this study. These findings suggest that enhancing viral marketing strategies, improving app usability, and offering attractive price discounts can drive consumer purchasing decisions on TikTok Shop.
References
Aditya, K., Saputra, D., Nyoman, N., & Wisudawati, S. (2026). Karakter Merek di Era Digital: Pengaruh Brand Personality Dan Viral Marketing Terhadap Intensi Pembelian Melalui Brand Awareness Coffee Shop di Denpasar. In Jurnal Mahasiswa Ekonomi & Bisnis (Vol. 6, Issue 1).
Armstrong Balasubramanian, K., & Kotler Gary Armstrong Sridhar Balasubramanian, P. (2020). GLOBAL EDITION Principles of Marketing NINETEENTH EDITION.
Bol, A. K. (2025, September 5). Indonesia Jadi Pasar Terbesar Kedua Tiktok Shop. WORLDEF.
Davis, F. D. (2018). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.
Fadillah, S., Septiani, N., Janah, N. R., & Widya Bangsa, G. (2024). THE INFLUENCE OF PERCEIVED EASE OF USE ON ONLINE PURCHASING DECISIONS ON E-COMMERCE SHOPEE IN SOLOKANJERUK DISTRICT, BANDUNG REGENCY. Journal of Business and Management Inaba.
Fauzi, A., Wulandari, S., Rukmini. (2020). Pengaruh Word Of Mounth Terhadap Keputusan Pembelian Produk Pada PT. Kadaung Medan Industri LTD. Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK),1(1), 1-13.
Hidayat, T., Rizal, M., & Rahman, F. (2023). 22584-63070-1-PB. E- Jurnal Riset Manajemen, 12.
Hidayat, T. (2016). Pengaruh Keamanan, Kepercayaan, dan Persepsi Risiko Terhadap Keputusan Pembelian Secara Online Pada Lazada Online Shop (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Negeri Medan.
Jurnal PLANS (Penelitian Ilmu Manajemen & Bisnis). 11. 98-103
Irma Suryani, & Rani Kurniasari. (2024). Pengaruh Harga dan Diskon terhadap Keputusan Pembelian Produk Shopee pada Generasi Z Kota Depok. PPIMAN Pusat Publikasi Ilmu Manajemen, 2(4), 111–125. https://doi.org/10.59603/ppiman.v2i4.538
Japarianto, E., & Anggono, Y. D. (2022). ANALISA PENGARUH PERCEIVED EASE OF USE TERHADAP INTENTION TO BUY DENGAN PERCEIVED USEFULNESS SEBAGAI VARIABEL INTERVENING PADA APLIKASI E-COMMERCE TOKOPEDIA.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lestari, S., Sabur, A., & Maulidiah, L. A. (2022). Ekuitas: Jurnal Pendidikan Ekonomi-NC 4.0 license-http://creativecommons.org/licenses/by-nc/4.0. Ekuitas: Jurnal Pendidikan Ekonomi, 10(1), 169–175. https://ejournal.undiksha.ac.id/index.php/EKU
Marza Maulana Rughasy, & Nicholas Marpaung. (2023). PENGARUH DISKON HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF SECARA ONLINE (Studi Pada Pengguna Aplikasi Steam di Kota Medan). DFAME Digital Financial Accounting Management Economics Journal, 1(2), 95–102. https://doi.org/10.61434/dfame.v1i2.109
Najwah, J., & Chasanah, A. N. (2024). PENGARUH VIRAL MARKETING, ONLINE CONSUMER REVIEWS, HARGA, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI TOKOPEDIA.
Naufaldi, & Miharni Tjokrosaputro. (2023). Ivan dan Miharni : Pengaruh Perceived Ease of Use, Percieved... Pengaruh Perceived Ease Of Use, Perceived Usefulness, dan Trust terhadap Intention To Use.
Prastya, D. (2024), July 8). Riset KPMG: Gen Z Indonesia Tergoda Belanja dari Tiktok dan Influencer. Suara .Com.
Pratiwi, D. I., Noviarita, H., & Anggraeni, E. (n.d.). Impact of Viral Marketing on Marketplace Purchase Decisions in Indonesia. https://journal.unismuh.ac.id/index.php/jeb
Putri, W. A., & Arifah, I. D. C. (2025). The Effect of Content Marketing on Purchase Intention With E-Wom As A Mediation Variable On Hanasui Products In Tiktok Shop (Case Study on Generation Z). JDBIM (Journal of Digital Business and Innovation Management), 4(2), 284–301. https://doi.org/10.26740/jdbim.v4i2.70864
Quraniah, S. A., & Faruqi, A. Z. (2022). ANALISIS PENERAPAN STRATEGI KOMUNIKASI VIRAL MARKETING PADA INSTAGRAM VENA WASIR CENTER. http://jurnal.uts.ac.id/index.php/KAGANGA
Rahmat, M. (2024). Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Di AYAM Penyet Lamongan Lubuk Pakam. Fakultas Ekonomi 52 2024 FE MAN
Safitri, D. E., Kusnaedi, N., Fatimah, S. E., & Maulany, S. (2025a). THE INFLUENCE OF VIRAL MARKETING AND CONSUMER ENGAGEMENT ON PURCHASE INTENTION OF FASHION PRODUCTS ON TIKTOK SHOP. In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE (Vol. 8, Issue 3).
Setyowati, D. (2023, December 7). Pola Belanja Gen Z dan Milenial, Pasar Incaran Tiktok hingga Shoopee- E-commerce. Katadata.Co.Id.
Sugiyono. (2023). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (Sutopo, Ed.). www.cvalfabeta.com
Taufiq Hidaya, Mohammad Riza, & Fahrurrozi Rahman. (2025). 22584-63070-1-PB (1). E – Jurnal Riset Manajemen, 12.
Ying, L. J., Te Chuan, L., Rashid, U. K., & Abu Seman, N. A. (2025). Social Media Marketing in Industry 4.0: The Role of TikTok in Shaping Generation Z’s Purchase Intentions. Procedia Computer Science, 253, 2176–2185. https://doi.org/10.1016/j.procs.2025.01.278
