Analisis Pengaruh IT Affordance pada Live Commerce aplikasi TikTok Shop terhadap Keputusan Pembelian di Provinsi DKI Jakarta

Lavinia, Zhafirah (2026) Analisis Pengaruh IT Affordance pada Live Commerce aplikasi TikTok Shop terhadap Keputusan Pembelian di Provinsi DKI Jakarta. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi digital dan media sosial mendorong transformasi model perdagangan elektronik melalui pemanfaatan Live commerce. TikTok Shop merupakan salah satu platform yang mengintegrasikan fitur siaran langsung sebagai sarana interaksi dan transaksi antara penjual dan konsumen. Meskipun demikian, efektivitas pemanfaatan fitur teknologi dalam Live commerce masih dipengaruhi oleh respons psikologis konsumen selama proses belanja berlangsung. Penelitian ini bertujuan untuk menganalisis pengaruh IT Affordance yang terdiri atas visibility, metavoicing, dan guidance shopping terhadap keputusan pembelian pada Live commerce TikTok Shop di Provinsi DKI Jakarta, dengan persepsi kenyamanan dan kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap konsumen TikTok Shop di Provinsi DKI Jakarta yang pernah melakukan pembelian melalui fitur Live commerce. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa seluruh dimensi IT Affordance berpengaruh signifikan terhadap persepsi kenyamanan dan kepercayaan konsumen. Selain itu, persepsi kenyamanan dan kepercayaan terbukti berpengaruh signifikan terhadap keputusan pembelian serta berperan sebagai mediator dalam hubungan antara IT Affordance dan keputusan pembelian. Dalam kerangka Stimulus–Organism–Response (S–O–R), IT Affordance berperan sebagai stimulus, persepsi kenyamanan dan kepercayaan sebagai organism, dan keputusan pembelian sebagai response.
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The rapid development of digital technology and social media has driven the transformation of electronic commerce models through the adoption of Live commerce. TikTok Shop is one of the platforms that integrates Live streaming features as a medium for interaction and transactions between sellers and consumers. Nevertheless, the effectiveness of technological features in Live commerce is still influenced by consumers’ psychological responses during the shopping process. This study aims to analyze the effect of IT Affordance, consisting of visibility, metavoicing, and guidance shopping, on purchase decisions in TikTok Shop Live commerce in the Province of DKI Jakarta, with perceived comfort and consumer trust as mediating variables. This study employs a quantitative approach using a survey method involving TikTok Shop consumers in the Province of DKI Jakarta who have previously made purchases through Live commerce features. Primary data were collected through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that all dimensions of IT Affordance have a significant effect on perceived comfort and consumer trust. Furthermore, perceived comfort and consumer trust are found to have a significant effect on purchase decisions and to act as mediating variables in the relationship between IT
Affordance and purchase decisions. Within the Stimulus–Organism–Response (S-O–R) framework, IT Affordance functions as the stimulus, perceived comfort and consumer trust as the organism, and purchase decision as the response.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	IT Affordance, Live commerce, TikTok Shop, persepsi kenyamanan, kepercayaan konsumen, keputusan pembelian, PLS-SEM. IT Affordance, Live commerce, Purchase Decision, Perceived Convenience, Consumer Trust, TikTok Shop, E-commerce.
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Zhafirah Lavinia
Date Deposited:	27 Jan 2026 01:57
Last Modified:	27 Jan 2026 01:57
URI:	http://repository.its.ac.id/id/eprint/130346

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