Social Media Marketing Activities dan Purchase Intention pada fitur TikTok Go: Peran Mediasi Perceived Coupon Value pada Konsumen Generasi Z di Kota Padang

Kelvin Bastian Silalahi, Gesit Thabrani

Abstract


Perkembangan digitalisasi yang pesat telah mengubah perilaku konsumen, khususnya di kalangan Generasi Z yang mendominasi platform social commerce. Penelitian ini bertujuan untuk menguji pengaruh Social Media Marketing Activities (SMMA) terhadap Purchase Intention melalui Perceived Coupon Value sebagai variabel mediasi pada TikTok Go, dengan fokus pada produk Food and Beverage (F&B). Dengan menggunakan kerangka Stimulus-Organism-Response (S-O-R), penelitian ini menggunakan pendekatan kuantitatif dengan data cross-sectional yang dikumpulkan dari 213 responden Generasi Z di Kota Padang melalui kuesioner daring. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Temuan penelitian menunjukkan bahwa SMMA berpengaruh positif dan signifikan terhadap Perceived Coupon Value dan Purchase Intention. Perceived Coupon Value juga berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Perceived Coupon Value memediasi secara signifikan hubungan antara SMMA dan Purchase Intention, yang mengindikasikan bahwa nilai kupon yang dirasakan konsumen berperan sebagai mekanisme psikologis yang menjembatani stimulus pemasaran menjadi perilaku pembelian.

Keywords


Generasi Z, Perceived Coupon Value, Purchase Intention, Social Media Marketing Activities, TikTok Go

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DOI: https://doi.org/10.17509/ijdb.v5i4.103946

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