Muin, Rizki Fitriani (2026) Model Unified Theory Of Acceptance And Use Of Technology 2 (UTAUT2) Untuk Menguji Faktor-faktor Yang Memengaruhi Minat Dan Perilaku Berbelanja Di Tiktok Shop. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan social commerce melalui TikTok Shop telah mengubah pola perilaku belanja digital masyarakat, termasuk di Kota Ambon. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi minat berbelanja (behavioral intention) dan perilaku aktual berbelanja (use behavior) pengguna TikTok Shop dengan menggunakan model Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Konstruk yang digunakan meliputi performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, dan habit, serta menguji peran moderasi usia dan jenis kelamin. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Data diperoleh melalui penyebaran kuesioner secara daring kepada pengguna TikTok Shop di Kota Ambon yang pernah melakukan pembelian minimal satu kali, dengan jumlah responden valid sebanyak 384 orang. Hasil penelitian menunjukkan bahwa model UTAUT2 mampu menjelaskan variasi behavioral intention sebesar 69,8% dan use behavior sebesar 74,4%. Hasil pengujian hipotesis menunjukkan bahwa price value dan habit berpengaruh signifikan terhadap behavioral intention. Sementara itu, behavioral intention, facilitating conditions, dan habit berpengaruh signifikan terhadap use behavior. Sebaliknya, performance expectancy, effort expectancy, social influence, facilitating conditions, dan hedonic motivation tidak berpengaruh signifikan terhadap behavioral intention. Hasil analisis moderasi juga menunjukkan bahwa usia dan jenis kelamin tidak mampu memoderasi hubungan antarvariabel dalam model penelitian. Temuan ini menunjukkan bahwa perilaku belanja pengguna TikTok Shop di Kota Ambon lebih banyak dipengaruhi oleh persepsi nilai harga, kebiasaan penggunaan, dukungan fasilitas, dan niat penggunaan. Oleh karena itu, pelaku usaha perlu memperkuat strategi promosi, membangun kebiasaan belanja berulang, serta menyediakan pengalaman transaksi yang mudah dan mendukung bagi konsumen.
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The development of social commerce through TikTok Shop has transformed digital shopping behavior, including among consumers in Ambon City. This study aims to analyze the factors influencing users’ shopping intention (behavioral intention) and actual shopping behavior (use behavior) on TikTok Shop by applying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The constructs examined include performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit, as well as the moderating roles of age and gender. This study employs an explanatory quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire distributed to TikTok Shop users in Ambon City who had made at least one purchase, with a total of 384 valid respondents. The results show that the UTAUT2 model explains 69.8% of the variance in behavioral intention and 74.4% of the variance in use behavior. The hypothesis testing results indicate that price value and habit have a significant effect on behavioral intention. Meanwhile, behavioral intention, facilitating conditions, and habit have a significant effect on use behavior. In contrast, performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation do not significantly affect behavioral intention. The moderation analysis also shows that age and gender do not moderate the relationships among the variables in the research model. These findings indicate that the shopping behavior of TikTok Shop users in Ambon City is more strongly influenced by perceived price value, usage habit, facilitating conditions, and intention to use. Therefore, business actors need to strengthen promotional strategies, encourage repeated shopping habits, and provide an easy and supportive transaction experience for consumers
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | UTAUT2, TikTok Shop, behavioral intention, use behavior, social commerce, PLS-SEM, UTAUT2, TikTok Shop, behavioral intention, use behavior, social commerce, PLS-SEM |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Rizki Fitriani Muin |
| Date Deposited: | 21 Jul 2026 07:54 |
| Last Modified: | 21 Jul 2026 07:54 |
| URI: | http://repository.its.ac.id/id/eprint/136075 |
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