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Section Business and Economics

Marketing Factors in Local Food and Beverage Consumers Purchase Decisions and Repurchase Intentions


Faktor-Faktor Pemasaran dalam Industri Makanan dan Minuman Lokal Keputusan Pembelian Konsumen dan Niat Pembelian Ulang
Vol. 11 No. 2 (2026): December:
DOI : https://doi.org/10.21070/acopen.11.2026.14060
Published : Jul 5, 2026

Nisfal Laily (1), Minto Waluyo (2)

(1) Program Studi Teknik Industri, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
(2) Program Studi Teknik Industri, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
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Abstract:

General Background: Social commerce has transformed digital consumer behavior by integrating social media interactions with online purchasing, creating new opportunities for local food and beverage (F&B) businesses to engage consumers. Specific Background: TikTok Go supports an online-to-offline (O2O) voucher system that combines promotional activities and purchasing transactions; however, the roles of price discount, social media marketing, and electronic word of mouth (e-WOM) in shaping purchase decision and repurchase intention remain uncertain. Knowledge Gap: Previous studies have reported inconsistent findings and have primarily focused on conventional e-commerce platforms rather than TikTok-based social commerce employing an O2O voucher mechanism. Aims: This study analyzes the relationships among price discount, social media marketing, e-WOM, purchase decision, and repurchase intention among local F&B consumers in Surabaya using TikTok Go. Results: Data collected from 160 respondents and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) indicate that price discount, social media marketing, and e-WOM significantly contribute to purchase decision. Repurchase intention is significantly associated with e-WOM and purchase decision, whereas price discount and social media marketing show positive but statistically insignificant relationships with repurchase intention. Novelty: This study develops a structural model within a TikTok Go O2O social commerce setting, extending digital marketing literature beyond conventional e-commerce platforms. Implications: The findings highlight the strategic importance of strengthening digital consumer reviews and encouraging favorable purchase experiences to support sustainable customer retention among local F&B businesses operating through TikTok-based social commerce.


Highlights:



  • Consumer reviews became the strongest driver of repeated purchasing behavior.

  • Promotional pricing and digital campaigns consistently supported initial buying decisions.

  • Structural equation modeling explained relationships among major marketing constructs within the O2O purchasing context.


Keywords: Price Discount, Social Media Marketing, e-WOM, Purchase Decision, Repurchase Intention

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