The Effect of Location-Based Digital Discount Vouchers through the TikTok Application on Kopi Kenangan Consumers’ Repurchase Intention: Perceived Value as a Mediating Variable
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Abstract
The development of social commerce has encouraged companies to employ various digital promotional strategies to increase consumer repurchases. One emerging strategy is the use of location-based digital discount vouchers through the TikTok application, which integrates digital promotions with transactions at physical outlets. However, findings on the effectiveness of digital vouchers in increasing repurchase intention remain mixed, highlighting the need to examine the psychological mechanisms underlying this relationship. This study aims to analyze the effect of location-based digital discount vouchers through TikTok on repurchase intention, with perceived value as a mediating variable, among Kopi Kenangan consumers in Cirebon Regency. The study adopts a quantitative approach with a causal associative research design. Respondents are Kopi Kenangan consumers in Cirebon Regency who have used TikTok vouchers. Data were collected using a questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that location-based digital discount vouchers have positive and significant effects on both repurchase intention and perceived value. Furthermore, perceived value positively affects repurchase intention and mediates the relationship between location-based digital discount vouchers and repurchase intention. These findings suggest that the success of digital promotions depends not only on the size of the discount but also on their ability to enhance consumers’ perceived value, thereby encouraging repurchases.
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