Analisis Faktor Teknologi, Sosial, dan Ekonomi terhadap Sikap dan Niat Perilaku Konsumen pada Platform Social Commerce TikTok Shop dengan Pendekatan PLS-SEM (Partial Least Squares - Structural Equation Modeling)

Dewi, Kadek Mawar Kumala (2026) Analisis Faktor Teknologi, Sosial, dan Ekonomi terhadap Sikap dan Niat Perilaku Konsumen pada Platform Social Commerce TikTok Shop dengan Pendekatan PLS-SEM (Partial Least Squares - Structural Equation Modeling). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi digital dan media sosial telah melahirkan fenomena social commerce, yaitu model perdagangan elektronik yang mengintegrasikan interaksi sosial dalam pengalaman berbelanja daring. TikTok Shop menjadi salah satu platform social commerce yang tumbuh paling pesat di Indonesia, namun masih menghadapi tantangan dari sisi teknologi terkait kesiapan infrastruktur dan kemudahan penggunaan fitur, dari sisi sosial terkait konsistensi berinteraksi dengan penjual dan kesesuaian platform dengan gaya hidup pengguna, serta dari sisi ekonomi persepsi terkait nilai harga yang belum selalu terpenuhi, yang juga dipengaruhi oleh konsumen terhadap keamanan dan kualitas produk. Penelitian ini bertujuan untuk menganalisis pengaruh dimensi teknologi (performance expectancy, effort expectancy, facilitating conditions), sosial (social influence, habit, hedonic motivation, lifestyle, prior experience), ekonomi (price value) terhadap sikap (attitude), niat perilaku (behavioral intention), dan perilaku penggunaan (use behavior) konsumen TikTok Shop di Indonesia. Data dikumpulkan melalui kuesioner yang melibatkan 277 responden pengguna aktif TikTok Shop di Indonesia dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan kerangka UTAUT2 yang diperluas dengan variabel perceived risk. Dari 12 hipotesis yang diuji, terdapat 8 diterima dan 4 ditolak. Facilitating conditions, habit, hedonic motivation, lifestyle, prior experience, dan price value berpengaruh positif dan signifikan terhadap attitude, sementara performance expectancy, effort expectancy, dan social influence tidak berpengaruh signifikan. Perceived risk berpengaruh positif dan signifikan terhadap behavioral intention, mencerminkan normalisasi risiko oleh konsumen digital Indonesia. Penelitian ini memperluas penerapan UTAUT2 pada konteks social commerce sekaligus memberikan rekomendasi strategis bagi pengelola platform dalam merancang strategi pemasaran digital yang lebih efektif.
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The development of digital technology and social media has given rise to the phenomenon of social commerce, an e-commerce model that integrates social interactions into the online shopping experience. TikTok Shop is one of the fastest-growing social commerce platforms in Indonesia, but still faces challenges from the technological side related to infrastructure readiness and ease of use of features, from the social side related to the consistency of interactions with sellers and the suitability of the platform to users' lifestyles, and from the economic side of perception related to price value that has not always been met, which is also influenced by consumers' perceptions of product safety and quality. This study aims to analyze the influence of technological dimensions (performance expectancy, effort expectancy, facilitating conditions), social (social influence, habit, hedonic motivation, lifestyle, prior experience), economic (price value) on attitudes, behavioral intentions, and use behavior of TikTok Shop consumers in Indonesia. Data were collected through questionnaires involving 277 respondents who are active TikTok Shop users in Indonesia and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with an extended UTAUT2 framework with the perceived risk variable. Of the 12 hypotheses tested, 8 were accepted and 4 were rejected. Facilitating conditions, habit, hedonic motivation, lifestyle, prior experience, and price value had a positive and significant effect on attitude, while performance expectancy, effort expectancy, and social influence did not. Perceived risk had a positive and significant effect on behavioral intention, reflecting the normalization of risk by Indonesian digital consumers. This study expands the application of UTAUT2 to the context of social commerce while providing strategic recommendations for platform managers in designing more effective digital marketing strategies

Item Type:	Thesis (Other)
Uncontrolled Keywords:	TikTok Shop, social commerce, UTAUT2, PLS‑SEM, sikap, niat perilaku, perilaku pengguna, attitude, behavioral intention, use behavior.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Kadek Mawar Kumala Dewi
Date Deposited:	23 Jul 2026 03:11
Last Modified:	23 Jul 2026 03:11
URI:	http://repository.its.ac.id/id/eprint/136628

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