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* Corresponding Author
Faktor-faktor yang Memengaruhi Behavioral Intention untuk Menggunakan TikTok Shop Pada Gen-Z
https://doi.org/10.22146/abis.v12i1.89298 Vita Kumalasari(1*), Sumiyana Sumiyana(2)
(1) Magister Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Gadjah Mada, Yogyakarta
(2) Departement of Accounting, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author
Abstract
Fenomena yang terjadi di Indonesia adalah semakin meningkat jumlah pengguna internet dalam menggunakan layanan marketplace sehingga membuat persaingan antara marketplace satu dan lainnya. Berbagai jenis marketplace seperti Shopee, Tokopedia, Lazada, dan TikTok Shop. Sejak tahun 2020, Tiktok Shop adalah marketplace yang mengalami peningkatan secara pesat dengan berbagai keuntungan seperti gratis ongkir, harga lebih murah dan lebih menyenangkan karena melihat konten review dengan video unik dan kreatif melalui FYP. Penelitian ini dilakukan untuk mengidentifikasi faktor-faktor yang mampu mempengaruhi niat dan kepercayaan generasi Z untuk menggunakan TikTok Shop sebagai sarana dalam belanja online. Penelitian ini menggunakan kuesioner dengan metode purposive sampling terhadap responden yaitu generasi Z yang menggunakan TikTok namun belum pernah menggunakan TikTok Shop. Sebanyak 173 data dianalisis dengan menggunakan SEM-PLS. Hasil penelitian ini menunjukkan bahwa pengaruh sosial, potensi motivasi hedonis dan kepercayaan memiliki pengaruh yang signifikan terhadap niat perilaku untuk menggunakan TikTok Shop. Penelitian ini dimanfaatkan oleh manajerial TikTok Shop untuk berinovasi dan memfasilitasi fitur yang memudahkan pengguna.
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DOI: https://doi.org/10.22146/abis.v12i1.89298
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