Coupon codes are not license files - coupon codes are precursors to license files.
After you purchase a coupon code by clicking the Buy Now button on one of the product pages (see
http://www.rorohiko.com/wordpress/indesign-downloads/) you still need to install the product, and start it or start InDesign (if it's a plug-in). Click the 'Get License...' button when you see it on the 'beg' dialog.
A web page should present itself - and that's where you need to use your coupon code. Continue the process, and eventually you'll receive a license file via e-mail.
Restart the product, and click the 'Import License...' button when you see it on the 'beg' dialog. Import the license file you just received.
Depending on the coupon code, you can use it multiple times to get multiple license files e-mailed to you. License files are associated with a single installation, and only work with their intended installation - you cannot re-use a license file to activate other installations.
Please read:
http://www.rorohiko.com/licensing