PENGARUH LIVE STREAMING TIKTOK SHOP DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z DI KABUPATEN BOGOR
DOI:
https://doi.org/10.56127/jekma.v5i3.2808Keywords:
live streaming, TikTok Shop, Kepercayaan konsumen, Keputusan Pembelian, Gen ZAbstract
Perkembangan e-commerce berbasis live streaming di Indonesia mengalami pertumbuhan yang sangat signifikan, khususnya melalui platform TikTok Shop. Penelitian ini bertujuan untuk menganalisis pengaruh live streaming TikTok Shop (X₁) dan kepercayaan konsumen (X₂) terhadap keputusan pembelian (Y) Generasi Z di Kabupaten Bogor. Metode yang digunakan adalah kuantitatif dengan teknik survei. Sampel berjumlah 200 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert 1–5 dan diolah menggunakan SPSS melalui uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa live streaming TikTok Shop berpengaruh positif dan signifikan terhadap keputusan pembelian (t = 4,872; sig. 0,000), kepercayaan konsumen juga berpengaruh positif dan signifikan (t = 5,341; sig. 0,000), dan secara simultan kedua variabel berpengaruh terhadap keputusan pembelian (F = 89,417; sig. 0,000) dengan nilai R² sebesar 0,647, yang berarti 64,7% keputusan pembelian dapat dijelaskan oleh kedua variabel tersebut.
The growth of live streaming-based e-commerce in Indonesia has been remarkably significant, particularly through the TikTok Shop platform. This study aims to analyze the effect of TikTok Shop live streaming (X₁) and consumer trust (X₂) on the purchase decisions (Y) of Generation Z in Bogor Regency. A quantitative survey method was employed with 200 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire (1–5) and processed using SPSS through validity testing, reliability testing, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that TikTok Shop live streaming has a positive and significant effect on purchase decisions (t = 4.872; sig. 0.000), consumer trust also has a positive and significant effect (t = 5.341; sig. 0.000), and simultaneously both variables affect purchase decisions (F = 89.417; sig. 0.000) with R² = 0.647, meaning 64.7% of purchase decisions can be explained by these two variables.
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