Pengaruh Promosi Diskon Dan Gratis Ongkir Terhadap Volume Penjualan Pada Marketplace Tiktok Shop

The Effect of Discount and Free Shipping Promotions on Sales Volume on the Tiktok Shop Marketplace

Abstract

The growth of TikTok Shop as a social commerce platform that combines entertainment content with buying and selling activities has encouraged businesses to aggressively implement discount promotions and free shipping, while previous research findings regarding their impact on sales volume have been inconsistent. This study aims to analyze the effect of discount promotions and free shipping on sales volume on the TikTok Shop marketplace, both partially and simultaneously. The study employs a quantitative approach using primary data from a questionnaire distributed to 100 TikTok Shop users, selected using Cochran’s formula with purposive sampling. The data were analyzed using multiple linear regression with SPSS version 27, including classical assumption tests, t-tests, F-tests, and the coefficient of determination. The results show that discount promotions and free shipping each have a positive and significant partial effect on sales volume, contributing 33.33% and 19.94%, respectively. Simultaneously, both had a positive and significant effect with an Adjusted R-Square of 0.522, which means they explain 52.2% of the variation in sales volume, while the remainder is influenced by other factors. Thus, both promotional strategies are effective in increasing TikTok Shop sales volume.