Efek FYP terhadap Minat Beli: Uji Perceived Ease of Use, Trust, dan Social Influence pada TikTok Diosunmotor
DOI:
https://doi.org/10.35473/jibaku.v6i2.5098Keywords:
perceived ease of use, trust, social influence, minat beli, TikTokAbstract
This study aims to analyze Perceived Ease of Use (PEOU), Trust, and Social Influence on consumer purchase intention on the TikTok platform, DioSunmotor. This study used a quantitative approach with a survey method of 120 respondents who were TikTok customers and users. The data analysis technique used was multiple linear regression. The results showed that all variables had a significant positive effect on purchase intention. Trust was the most dominant variable influencing consumer purchase intention. Furthermore, all three independent variables simultaneously also had a significant effect on purchase intention. These findings indicate that platform ease of use, consumer trust, and social influences such as recommendations and trends play a significant role in increasing purchase intention on social commerce platforms.
Abstrak
Penelitian ini bertujuan untuk menganalisis Perceived Ease of Use (PEOU), Trust dan Social Influence terhadap minat beli konsumen pada platform TikTok DioSunmotor. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey terhadap 120 responden yang merupakan pelanggan dan pengguna platform TikTok. Teknik nalisis data yang digunakan adalah regresi liniear berganda. Hasil penelitian menunjukan keseluruhan variabel berpengaruh positif signifikan terhadap minat beli. Variabel trust merupakan variabel yang paling dominan dalam mempengaruhi minat beli konsumen. Selain itu, secara simultan ketiga variabel independen tersebut juga berpengaruh signifikan terhadap minat beli. Temuan ini menunjukan bahwa kemudahan penggunaan platform, tingkat kepercayaan konsumen serta pengaruh sosial seperti rekomendasi dan tren memiliki peran penting dalam meingkatkan minat beli pada platform social commerce.
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