The increase in e-wallet usage has impacted several sectors, one of which is consumer behavior in online shopping. The e-commerce trend in Indonesia has been growing since the emergence of TikTok Shop. TikTok Shop and e-wallet service providers collaborate by offering cash back, discounts, or free shipping to enhance the shopping experience for consumers. This study aims to understand the phenomenon of e-wallet platform gimmicks that affect the increase in transactions on TikTok Shop among students in five campuses in the Jakarta area. In this study, the author employs a quantitative approach with a survey method. The research focuses on the use of gimmick promotion and transaction enhancement in TikTok Shop among students in Jakarta. The sample for this study was obtained using purposive sampling technique, where the survey was distributed using Google Form to 100 students from five campuses in the Jakarta area. The data in this study were analyzed using regression analysis. The results indicate a significant influence of e-wallet platform gimmicks on the increase in transactions on TikTok Shop, where gimmicks are performed through cashback and price discounts. the results of the Coefficient of Determination test indicate that the R value for the Gimmick Promotion Variable is 0.843, which means the Gimmick Promotion Variable contributes 71% Further research could explore the most effective types of gimmick promotions in increasing transactions on TikTok Shop and how to implement them optimally among Jakarta campus students.

Authors:
Rifaldita Yunika, Binus University, Indonesia
Marginata Kurnia Putra, Binus University, Indonesia

About the Presenter(s)
Rifaldita Yunika is currently a postgraduate student at Binus University.

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