Voucher TikTok Shop dan Influencer terhadap Keputusan Pembelian KFC melalui Perceived Value

Cristina

doi:10.37888/bjrm.v9i2.1070

Authors

Cristina Institut Teknologi dan Bisnis Sabda Setia

DOI:

https://doi.org/10.37888/bjrm.v9i2.1070

Keywords:

TikTok Shop Voucher, Influencer, Perceived Value, Purchase Decision, KFC

Abstract

This study aims to analyze the influence of TikTok Shop voucher attractiveness and influencer on KFC purchase decisions among consumers in Pontianak City, with perceived value as a mediating variable. A quantitative approach was employed, with data collected from 151 respondents who were TikTok Shop voucher users in Pontianak City, selected through purposive sampling. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS software version 3.0. The results show that voucher attractiveness has a significant positive effect on perceived value but no significant direct effect on purchase decisions. In contrast, influencer has a significant positive effect on both perceived value and purchase decisions, while perceived value itself has a significant positive effect on purchase decisions. Perceived value fully mediates the effect of voucher attractiveness and partially mediates the effect of influencer on purchase decisions.

References

Afif, A. N. K., Facrunnisa, O., & Zamrudi, M. F. Y. (2025). Daya Tarik Influencer dan Fear of Missing Out terhadap Keputusan dan Kepuasan Konsumen Gen Z di Live TikTok. eCo-Buss, 8(2), 1187–1202. https://doi.org/10.32877/eb.v8i2.2792

Ani, J., Lumanauw, B., & Tampenawas, J. L. A. (2021). The influence of brand image, promotion and service quality on consumer purchase decisions on tokopedia e-commerce in manado city.

Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Elsevier/Butterworth-Heinemann.

Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability, 15(6), 5331. https://doi.org/10.3390/su15065331

Cai, J., Osman, S., Haron, S. A., & Teng, W. (2025). Storytelling, humour, and promotions: How social media marketing influences university students’ green purchase intention. Sustainable Futures, 10, 101001. https://doi.org/10.1016/j.sftr.2025.101001

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.

Faiko, E., Fitri, A., & Hernidatiatin, L. T. (2025). The Influence of Social Commerce and Influencers on Purchase Intention at TikTokShop in Cirebon City.

Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10(10), e31603. https://doi.org/10.1016/j.heliyon.2024.e31603

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc., 38(2), 220–221. https://doi.org/10.1080/1743727X.2015.1005806

Hakim, R., & Albina, M. (2025). Analisis Pendekatan Kuantitatif Dalam Penelitian Sosial: Kajian Teoritis Melalui Studi Pustaka. Jurnal Media Akademik (JMA), 3(6). https://doi.org/10.62281/v3i6.2362

Hujjati, N., & Ilhamuddin, M. (2025). Pengaruh Live Streaming Content Marketing dan Voucher Discount Terhadap Keputusan Pembelian Produk Pada Pengguna Tiktok Shop. JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 14(4), 103–116. https://doi.org/10.29303/jmm.v14i4.833

Ibrahim, D. (2024). Persepsi Nilai dan Kualitas Produk terhadap Keputusan Pembelian di Marketplace. Jurnal Ilmiah Manajemen & Kewirausahaan, 11(2), 95–101.

Ikramuddin, Anita, L., Ar, K., & Edyansyah, T. (2025). The Influence Of Digital Marketing, Social Media Influencers, And Discounts On Purchase Intention Of Fashion Products On The Tiktok Shop Platform Among Generation Z Students Of The Faculty Of Economics And Business, Malikussaleh University. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), 4(5), 1854–1862. https://doi.org/10.54443/ijset.v4i5.934

Iqbal, M., & Salsabila, S. (2023). Validitas dan Reliabilitas Kuesioner Kebiasaan Menonton Mukbang. Muhammadiyah Journal of Nutrition and Food Science (MJNF), 4(2), 102–109. https://doi.org/10.24853/mjnf.4.2.102-109

Ismawati, Lutfi, & Nurhayati, E. (2025). Pengaruh Influencer Marketing Terhadap Purchase Decision dengan Brand Awareness dan Perceived Value Sebagai Variabel Mediasi. 5(2).

Kariandika, I., Amrita, N., Winangun, I., & Trinata, I. (2025). Pengaruh Media Sosial terhadap Pembentukan Persepsi dan Keputusan Pembelian Konsumen Generasi Z. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 5(2), 10. https://doi.org/10.53697/emba.v5i2.3679

Kotler, P., & Keller, K. L. (2015). Marketing management (15. ed). Pearson Education.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (Sixteenth edition). Pearson Education.

Kustiondo, M. R., Sihombing, B., & Setiana, E. (2024). Analisis Komparatif Brand Equity antara McDonald’s dan KFC di Industri Restoran Cepat Saji Indonesia. 1.

Kumar, N. (2026, January 1). 41 New Online Shopping Statistics 2026 (Global Insights). DemandSage. https://www.demandsage.com/online-shopping-statistics/

Ladeira, W. J., Lim, W. M., De Oliveira Santini, F., Rasul, T., Perin, M. G., & Altinay, L. (2023). A meta‐analysis on the effects of product scarcity. Psychology & Marketing, 40(7), 1267–1279. https://doi.org/10.1002/mar.21816

Lestari, T. D., & Nurhadi N, M. (2025). Pengaruh Strategi Diskon Terhadap Minat Beli Mahasiswa Pada Platform E-Commerce. 4(2).

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Maharani, Y. (2025). Pengaruh Influencer Marketing dan Content Marketing terhadap Purchase Decision dengan Brand Awareness dan Perceived Value sebagai Variabel Mediasi. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 5(1), 382–395. https://doi.org/10.37481/jmeb.v5i1.1206

Moses, M. M., Nkoyi, A., & Walt, P. F. van der. (2021). Determinants of Impulsive Buying Behaviour in Social Commerce: A Stimulus–Organism– Response Framework Perspective.

Muhammad Tafsir, Muhammad Haekal Yunus (2025). Pengaruh Kesiapan Teknologi terhadap Keterlibatan Emosional dan Niat Beli dalam E-Commerce Berbasis Augmented Reality. Paradoks: Jurnal Ilmu Ekonomi Vol 8 (2)

Naibaho, R. L., & Siahaan, S. D. N. (2025). Analisis Pengaruh Voucher Diskon dan Kemudahan Penggunaan Aplikasi terhadap Keputusan Pembelian Melalui Aplikasi Grabfood: Studi pada Mahasiswa Jurusan Manajemen FE Unimed. Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 4(3), 292–317. https://doi.org/10.55606/jempper.v4i3.5042

Nasution, C. F., & Kristaung, R. (2023). Pengaruh Kepercayaan Merek dan promosi penjualan terhadap Keputusan Pembelian Online (studi kasus cosmetics Brand Mother Of Pearl). Ekonomi Digital, 1(2), 131–140. https://doi.org/10.55837/ed.v1i2.15

Ningtias, D. N. A., Wulantari, A. A. I. I., Wulandari, N. G. A. I., & Nilakusmawati, D. P. E. (2024). Pengaruh Voucher Diskon Terhadap Daya Tarik Pembeli Di Aplikasi E-Commerce. Innovative: Journal Of Social Science Research, 4(1), 10360–10367. https://doi.org/10.31004/innovative.v4i1.8911

Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52.

Paul, P., Pennell, M. L., & Lemeshow, S. (2013). Standardizing the power of the Hosmer–Lemeshow goodness of fit test in large data sets. Statistics in Medicine, 32(1), 67–80. https://doi.org/10.1002/sim.5525

Purwanza, S., Wardana, A., Mufidah, A., Renggo, Y., Hudang, A., Setiawan, J., Damanik, D., Badi’ah, A., Sayekti, S., Fadillah, M., Nugrohowardhani, R., Amruddin, Saloom, G., Hardiyani, T., Banne, S., Prisusanti, R., & Rasinus. (2022). Metodologi Penelitian Kuantitatif, Kualitatif, dan Kombinasi.

Rajeshwari, D., Reddy, M., Chowdhury, A., & Ladna, A. (2025). The Role of Social Media in E-Commerce Marketing for Business Startups.

Rakasiwi, M. F. (2024). Analisis Pengaruh Food Quality, Employee Service Quality dan Physical Environment Quality terhadap Customer Perceived Value, Customer Satisfaction dan Behavioral Intentions (Studi pada Konsumen Restoran Cepat Saji A&W) [Bachelor_thesis, Universitas Multimedia Nusantara]. https://kc.umn.ac.id/id/eprint/34655/

Ratnawati. (2024). Analisis Pola Perilaku Pembelian Impulsif Generasi Z di Pontianak pada Platform Social Commerce: SOR Theory. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 8(3). https://doi.org/10.29408/jpek.v8i3.27831

Santoso, T. A., Andriyani, B., & Algifari. (2025). Purchase Intention in Mediating the Effect of Promotion on Purchase Decisions in Tiktok Shop. 6(1). https://doi.org/10.46821/equity.v6i1.675

Silva, J. D. D., Endrici, J. O. M., & Ferreira, T. B. (2024). Enabling consumer reciprocity through voucher campaigns. Revista de Gestão, 31(4), 383–396. https://doi.org/10.1108/REGE-02-2023-0017

Singh, S. (2026, January 19). 74 Coupon Statistics 2026: Redemption Rates & Usage. DemandSage. https://www.demandsage.com/coupon-statistics/

Sulianta, F. (2025). SKALA LIKERT. ResearchGate. https://www.researchgate.net/publication/394223409_SKALA_LIKERT

Sulung, U., & Muspawi, M. (2024). Memahami Sumber Data Penelitian : Primer, Sekunder, Dan Tersier. 5.

Sumaryo, I., & Kurniawati, M. (2026). Pengaruh Shopping Cart terhadap Purchase Intention di Sosial Commerce melalui Perceived Usefulness, Ease of Use, dan Trust. 4(1).

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0

Tristanto, S. H., & Iswati, H. (2025). The Influence of Consumer Perception and Promotion on Purchase Intention Through Perceived Value: A Case Study of Depok Campus Students on a Premium FMCG Brand. Golden Ratio of Marketing and Applied Psychology of Business, 5(2), 440–453. https://doi.org/10.52970/grmapb.v5i2.1141

Yelta, R. K., & Yamini, E. A. (2023). Pengaruh Program Gratis Ongkir dan Subsidi Voucher Belanja Terhadap Keputusan Pembelian Pada Platform E-commerce Tik Tok Shop. Jurnal Bisnis dan Manajemen, 1(3).

Yucha, N. & Puji Febrianti. (2024). Pengaruh Perceived Value dan Promosi Terhadap Minat Beli Ulang di Tokopedia (Studi Kasus Pada Mahasiswa di Perguruan Tinggi X): Influence Of Perceived Value And Promotion On Repurchase Intention In Tokopedia. Majalah Ekonomi, 29(1), 84–88. https://doi.org/10.36456/majeko.vol29.no1.a8994

Zhang, P., Hasan, N., Aljaroodi, H. M., Chao, C.-W. (Fred), & Chiong, R. (2026). A systematic literature review of live-stream influencer marketing: Theories, motivational factors and future research directions. Asia Pacific Journal of Marketing and Logistics, 38(3), 700–719. https://doi.org/10.1108/APJML-05-2023-0404

Zhang, Y., & Zhang, T. (2022). The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Frontiers in Psychology, 13, 946527. https://doi.org/10.3389/fpsyg.2022.946527