Adoption of TikTok Location Tag Vouchers among Gen Z in the Food & Beverage Sector
DOI:
https://doi.org/10.64243/JODIGBI.02.1.07Kata Kunci:
Location Tag Vouchers, Social Influence, Technology Acceptance Model, TikTokAbstrak
This study investigates Generation Z's intention to use TikTok Location Tag Vouchers in the food and beverage sector. Using an extended Technology Acceptance Model, we examine three predictors: Perceived Economic Benefit, Perceived Ease of Use, and Social Influence. A quantitative survey was conducted among 109 Gen Z consumers in Jakarta who actively use TikTok and have voucher experience. Partial Least Squares Structural Equation Modeling reveals that Social Influence and Perceived Economic Benefit significantly affect intention to use, while Perceived Ease of Use was found to be insignificant. Social Influence emerged as the strongest driver, highlighting the role of peer validation. These findings challenge assumptions about Gen Z's price sensitivity, demonstrating that social factors drive adoption more than technical ease of use. For food and beverage businesses, this suggests prioritizing influencer ecosystem development and social proof over mere interface simplicity. Future research should examine actual redemption behavior and cross-cultural variations.
Referensi
Alhamdina, T., & Hartono, A. (2023). The Impact Of Brand Awareness, Brand Reputation, And Perceived Economic Benefits On Brand Trust And Online Purchase Intentions For Skintific Products On The Tiktok Shop Platform. In International Journal of Science. http://ijstm.inarah.co.id653
Ayhün, S. E., Köse, B. Ç., & Aydin, E. (2024). Determinants of Customers’ Intention to Use Online Food Delivery Services: A Study of Generation Z. WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS, 21, 1642–1656. https://doi.org/10.37394/23207.2024.21.134
Budisetiawati, A., & Thabrani, G. (2025). The Influence of Economic Value, Perceived Ease of Use, Social Influence, Company Reputation, Features and Rewards on The Intention to Use the OLLIN Application. Issues, 8.
Dandi, & Ridanasti, E. (2024). The Influence of Trust, Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment on Intention to Use TikTok Shop through Attitude Towards Using as Mediation. Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM), 2(6), 1–15. https://doi.org/10.63901/ijebam.v2i6.93
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173. https://doi.org/10.1016/j.techfore.2021.121092
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3). https://doi.org/10.2307/249008
Dewantoro, R., Sariani, S., & Suriono, H. (2025). Transformation of Generation Z’s consumption behavior in the digital ecosystem: A theoretical review of social media-based marketing strategies. Priviet Social Sciences Journal, 5(5), 102–110. https://doi.org/10.55942/pssj.v5i5.619
Effendy, F., Hurriyati, R., & Hendrayati, H. (2021). Perceived Usefulness, Perceived Ease of Use, and Social Influence: Intention to Use e-Wallet.
Elliott, C. D., & Truman, E. (2024). Food marketing on digital platforms: what do teens see? Public Health Nutrition, 27(1). https://doi.org/10.1017/S1368980024000235
Grabowska, J., Jaciow, M., & Strzelecki, A. (2025). The impact of TikTok on consumers’ purchase intentions. Journal of Economics and Management (Poland), 47(1), 385–412. https://doi.org/10.22367/jem.2025.47.15
Gu, C., Hu, L., Lei, X., & Yang, D. (2023). Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon–Feminine Stereotype. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1637–1659. https://doi.org/10.3390/jtaer18030083
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1). https://doi.org/10.1108/EBR-11-2018-0203
Hikmah Herawati, N., Ruslim, T. S., & Korespondensi, P. (2024). ANALISIS NIAT BELI: STUDI KASUS KONSUMEN MS GLOW DI JAKARTA. Jurnal Serina Ekonomi Dan Bisnis, 02(02), 203–211. https://doi.org/10.24912/jseb.v2i2.35247
Hooda, A., Jain, R., & Jha, A. (2024). Mobile Phone Location-Based Advertising (MLBA): Emergence, premises and future research agenda. In Multidisciplinary Reviews (Vol. 7, Issue 11). Malque Publishing. https://doi.org/10.31893/multirev.2024276
Jhantasana, C. (2023). Should A Rule of Thumb be used to Calculate PLS-SEM Sample Size. Asia Social Issues, 16(5). https://doi.org/10.48048/asi.2023.254658
Kaur, K., & Kumar, S. (2020). TECHNOLOGY ACCEPTANCE MODEL AND SOCIAL COMMERCE SITES USAGE: AN IMPACT OF SOCIAL INFLUENCE AND SOCIAL CAPITAL. In Academy of Marketing Studies Journal (Vol. 24, Issue 3).
Klarissa, K., Josephine, A., & Kristianti, M. (2024). PEMILIHAN DESTINASI KULINER MELALUI TIKTOK BAGI GENERASI Z DI INDONESIA. Jurnal Manajemen Bisnis Dan Kewirausahaan, 8(3), 718–732.
Kurnia Asri, D., Tamtomo, J., Kafa Billah, M., & Rinawati Simanjuntak, E. (2025). BEYOND UTAUT: INTEGRATING DIGITAL LITERACY AND VOLUNTARINESS OF USE TO UNDERSTAND CASHLESS PAYMENT BEHAVIOR. 23(1), 340–364. https://doi.org/10.21776/ub.jam
Kurniawan, S., & Tankoma, A. (2023). The Effect of Perceived Ease of Use and Perceived Enjoyment on Customer Trust and Loyalty in Online Food Delivery Service. Binus Business Review, 14(2), 163–170. https://doi.org/10.21512/bbr.v14i2.8874
Kwon, A. M., & Namkung, Y. (2022). The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry. Sustainability (Switzerland), 14(9). https://doi.org/10.3390/su14095425
Lamimi, I. J., Alaoui, S. M., & Ouelfatmi, M. (2024). Bite-Sized Learning on TikTok: Exploring the Platform Educational Value within the Framework of TAM (Technology Acceptance Theory). Open Journal of Social Sciences, 12(04), 228–245. https://doi.org/10.4236/jss.2024.124015
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2). https://doi.org/10.47263/jasem.4(2)01
Novitan, V., & Nawawi, M. T. (2025). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TIKTOK SHOP (STUDI KASUS PADA GEN Z DI KARAWANG). Jurnal Manajerial Dan Kewirausahaan, 07(02), 720 – 727.
Nugroho, A. P., Fauzan, N., & Bagus, A. D. (2025). Digital Experience and Reuse Intention in Online Food Delivery Platforms. Journal of Digital Marketing and Halal Industry, 4810.
Nugroho, A. P., Sandra, A., Putri, S., & Prabowo, H. (2025). Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City. Klabat Journal of Management, 6. https://doi.org/10.60090/kjm.v4i2
Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2413376
Nurwenda, F., Pradita, S., Adityaputra, M. R., & Gunadi, W. (2025). Analysis of Gen Z’s Continuous Intention to Use Tiktok Shop in DKI Jakarta Through the UTAUT2 Perspective (Vol. 05, Issue 03).
Pangkey, E. L., Massie, J. D. D., Pangkey, E. L., Massie, J. D. D., & Tumewu, F. J. (2023). THE IMPACT OF SOCIAL INFLUENCE, HEDONIC MOTIVATION AND HABIT ON USERS’ INTENTION TO CONTINUE USING NETFLIX (CASE STUDY OF GEN-Z CONSUMERS IN MANADO). Jurnal EMBA, 11(3), 1170–1184.
Poh, S., Hasan, D. G., & Sudiyono, K. A. (2024). The power of social commerce: TikTok’s impact on Gen Z consumer purchasing behavior. Jurnal Manajemen Dan Bisnis, 23(2), 501–515. https://doi.org/10.24123/jmb.v23i2.835
PwC. (2025). The Gen Z paradox: Spending less, expecting more. https://www.pwc.com/us/en/industries/consumer-markets/library/gen-z-consumer-trends.html
Reynard, V. E., Rahmawati, V., & Mawasti, A. (2025). PENGARUH ENVIRONMENTAL CONCERN, PERCEIVED ECONOMIC BENEFIT, SOCIAL INFLUENCE, DAN CHARGING INFRASTRUCTURE TERHADAP PURCHASE INTENTION MELALUI ATTITUDE PADA PENGGUNA SEPEDA LISTRIK DI SURABAYA. JURNAL ILMIAH MAHASISWA MANAJEMEN, 14(2). https://doi.org/10.33508/jumma.v14i2.7968
Safitri, R. (2024). Analysis Of The Effect Of Economic Perceived Benefit And Social Interaction On Purchase Intention Mediated By Trust On Tokopedia. International Journal of Economics, Business and Innovation Research, 03(05), 2024.
Sandira, N. F. A., Iswardhani, I., Macenning, A. R. A. dg, Sarah, N., & Nasir, S. A. (2025). Keputusan Pembelian Produk Kecantikan di TikTok Shop: Peran Perceived Value, E-WOM, dan Perceived Ease of Use bagi Generasi Z. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 10(1), 73–83. https://doi.org/10.36636/dialektika.v10i1.6462
Venkatesh, V., & Davis, F. D. (2000). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2). https://doi.org/10.1287/mnsc.46.2.186.11926
Wang, C. H. A., Sher, S. T. H., & Chung, C. F. (2024). From Viral Content to Real-Life Cuisine and Beyond: Examining Teenagers’ Interactions with TikTok Food Videos and the Influence on Their Food Practices. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW2). https://doi.org/10.1145/3686928
Wulandari, R., & Susanti, D. N. (2023). Pengaruh Perceived Usefulness, Perceived Ease of Use, Product Features dan Reference Group Terhadap Keputusan Penggunaan (Studi pada Pengguna TikTok di Kabupaten Kebumen). In Jurnal Ilmiah Mahasiswa Manajemen (Vol. 5, Issue 2). https://jurnal.universitasputrabangsa.ac.id/index.php/jimmba/index
Xia, P., Li, G., Cheng, T. C. E., & Shen, A. (2021). Competition strategies for location-based mobile coupon promotion. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3248–3268. https://doi.org/10.3390/jtaer16070176
Yutika, F., Sihombing, D. O., & Tan, P. S. (2024). Purchasing decisions through food delivery applications among gen Z: A UTAUT2 approach-Fitri Yutika et.al Purchasing decisions through food delivery applications among gen Z: A UTAUT2 approach. Jurnal Ekonomi, 13. https://doi.org/10.54209/ekonomi.v13i01
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Faza Hibatul Haqqi
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
