The influence of discounts and free shipping on purchase decisions of tiktok shop consumers

Authors

  • Muharto Muharto Universitas Dumoga Kotamobagu, Indonesia
  • Rezky F. Darise Universitas Dumoga Kotamobagu, Indonesia
  • Maikel Sanger Universitas Dumoga Kotamobagu, Indonesia
  • Dais FS. Mokoginta Universitas Dumoga Kotamobagu, Indonesia

Keywords:

Concumers, Discount, Free Shipping, Purchasing Decisions, TikTok Shop

Abstract

This research examines how price discounts and free shipping influence purchasing decisions among users of TikTok Shop. The study was carried out in Kotamobagu City and Ternate City, involving 170 respondents, consisting of 140 consumers from Kotamobagu and 30 consumers from Ternate. Data were analyzed using multiple linear regression techniques with SPSS version 30 as the analytical tool. The findings reveal that discounts have a positive and statistically significant impact on consumer purchasing decisions. Free shipping also demonstrates a positive influence; however, its effect is not statistically significant when assessed individually. When analyzed simultaneously, discounts and free shipping jointly exhibit a positive and significant effect on purchasing decisions. The coefficient of determination indicates that 43.9% of variations in purchasing decisions can be explained by discount and free shipping variables. Based on these results, it is recommended that TikTok Shop sellers, particularly those operating in Kotamobagu and Ternate, focus on optimizing discount-oriented promotional strategies as an effective approach to stimulate consumer purchase decisions.

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Published

2026-01-30

How to Cite

Muharto, M. ., Darise, R. F. ., Sanger, M., & Mokoginta, D. F. . (2026). The influence of discounts and free shipping on purchase decisions of tiktok shop consumers . Journal of Management Science (JMAS), 9(1), 18–24. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/762

Issue

Vol. 9 No. 1 (2026): January: Management Science and Field

Section

VOLUME 9 NOMOR 1 (2023)