Pengaruh Diskon Tiktok Dan Bundling Produk Terhadap Kepuasan Pelanggan Roti’O Cabang Utan Kayu Selatan Jakarta Timur
DOI:
https://doi.org/10.61722/jaem.v3i4.13031Keywords:
Customer Satisfaction, Product Bundling, TikTok DiscountsAbstract
This study aims to analyze the impact of TikTok discounts and product bundling on customer satisfaction at Roti'O Utan Kayu Selatan. Data were collected from 96 respondents and analyzed using SPSS 26. Descriptive analysis indicated that most respondents were aged 21-25 years, female, and students. Frequency analysis showed positive consumer perceptions of TikTok discount programs and bundling packages, which were considered attractive, economical, and aligned with customer preferences, thus providing added value. Validity and reliability tests confirmed that the instruments for TikTok Discount (X1), Product Bundling (X2), and Customer Satisfaction (Y) were valid and reliable. Classical assumption tests such as linearity and normality were met for regression analysis. Hypothesis testing, both partial and simultaneous, confirmed that TikTok discounts and product bundling have a positive and significant effect on customer satisfaction. The coefficient of determination showed that the independent variables substantially explain the variation in customer satisfaction. Marketing strategies using TikTok discounts and product bundling are effective in enhancing customer satisfaction and loyalty at Roti'O Utan Kayu Selatan. This study recommends further development of these strategies to strengthen business competitiveness.
References
Damanik, K., Sinaga, M., Sihombing, S., Hidajat, M., & Prakoso, S. (2024). Pengaruh Kualitas Layanan , Kebijakan Publik dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Manajemen Pendidikan Dan Ilmu Sosial (JMPIS), 5(2), 76–85.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th Edition).
Musikasari, D., Saputri, D., Ratna SAri, D., Hartini, S., & Ekawaty, N. (2021). Pengaruh bundling produk dan inovasi layanan 4.5g terhadap keputusan pembelian pada xl pascabayar. Ilmiah Manajemen EMOR, 4(2), 284–296.
Niesa, C. (2021). Analisis Transaksi Konsumen Bidang Data Mining Menggunakan Algoritma Apriori Untuk Rekomendasi Bundling Produk Pada 212 Mart Kota Lhokseumawe. TIKA, 6(2), 92–98.
Puspitasari, L., Herawati, A., & Listyawati, L. (2023). Pengaruh Iklan Dan Diskon Terhadap Keputusan Pembelian Online Pada Pengguna Aplikasi Shopee Di Kota Surabaya. SAB – Edisi Khusus November, 267–280.
Rossanty, Y., Mahari, N. S., Lorencia, B., Pangabean, R. R., Pembangunan, U., Budi, P., Medan, K., Bisnis, I. A., Utara, U. S., & Medan, K. (2025). Pengaruh Bundling Product dan Diskon Harga Terhadap Minat Beli Produk lokal Gladtoglow di Tiktokshop ( Studi Pada Mahasiswa di Kota Medan ). IKRAITH-EKONOMIKA, 8(2), 612–623.
Sanjaya, B. F., Purnamasari, P., Putri, R., Damanik, A., & Sambudi, D. (2025). Pengaruh Diskon Terhadap Keputusan Pembelian Dengan Pembelian Implusif Sebagai Variable Intervening. Jurnal Lentera Bisnis Manajemen, 02(04), 154–164.
Sasongko, S. R. (2021). ( LITERATURE REVIEW MANAJEMEN PEMASARAN ). Jurnal Ilmu Manajemen Terapan, 3(1), 104–114. https://doi.org/https://doi.org/10.31933/jimt.v3i1
Selliamanik, I., Komang, N., & Olivia, C. (2025). Pengaruh Product Bundling , Diskon dan Cashback terhadap Impulse Buying Generasi Z pada E- Commerce Tiktokshop saat HARBOLNAS. SNAP Seminar Nasional Perbanas Institute 2025, 381–399.
Tirtayasa, S., Khair, H., & Satria, Y. (2024). Manajemen Pemasaran dalam Memoderasi Minat Beli Mobil Lisrik.
Vania, A., Putri, K. A. S., & Fikriah, N. L. (2025). Manajemen Pemasaran.
