Pengaruh Kemudahan Penggunaan dan Fitur Layanan Tiktok Shop terhadap Keputusan Pembelian Produk Bostanten pada Konsumen Perempuan Generasi Z
DOI:
https://doi.org/10.71417/j-sime.v3i1.2187Keywords:
Kemudahan Penggunaan, Fitur Layanan, Keputusan PembelianAbstract
TikTok Shop merupakan salah satu platform social commerce yang berkembang pesat dan menjadi sarana belanja online yang populer, khususnya bagi konsumen perempuan Generasi Z. Keputusan pembelian konsumen dipengaruhi oleh kemudahan penggunaan platform dan kelengkapan fitur layanan, seperti live streaming, keranjang kuning, dan promo otomatis. Pelaku bisnis seperti Bostanten perlu mengoptimalkan kedua aspek tersebut untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan mengetahui pengaruh kemudahan penggunaan dan fitur layanan TikTok Shop terhadap keputusan pembelian produk Bostanten pada konsumen perempuan Generasi Z. Penelitian menggunakan metode deskriptif verifikatif dengan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner berbasis Google Form dengan skala Likert. Sampel berjumlah 100 responden yang dipilih menggunakan purposive sampling dan snowball sampling. Analisis data meliputi uji validitas, reliabilitas, normalitas, multikolinieritas, heteroskedastisitas, regresi linear berganda, koefisien determinasi, serta uji hipotesis menggunakan SPSS. Hasil penelitian menunjukkan bahwa kemudahan penggunaan dan fitur layanan berpengaruh positif dan signifikan terhadap keputusan pembelian produk Bostanten, baik secara parsial maupun simultan.
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