PENGARUH DIGITAL MARKETING, E-SERVICE QUALITY, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI TIKTOK SHOP (Studi Kasus pada Generasi Z yang Menggunakan Aplikasi Tiktok Shop di Sidoarjo)

Fusana Putri, Defitri Prakasiwi (2025) PENGARUH DIGITAL MARKETING, E-SERVICE QUALITY, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI TIKTOK SHOP (Studi Kasus pada Generasi Z yang Menggunakan Aplikasi Tiktok Shop di Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital, kualitas layanan elektronik, dan kepercayaan konsumen terhadap keputusan pembelian pada Tiktok Shop di kalangan Generasi Z di Sidoarjo. Penelitian ini dilakukan secara kuantitatif dengan menggunakan kuesioner sebagai alat pengumpulan data. Sampel penelitian sebanyak 100 responden yang merupakan pengguna Tiktok Shop Generasi Z di Sidoarjo. Data dianalisis menggunakan IBM SPSS versi 25 dengan teknik analisis regresi linier berganda yang meliputi uji validitas, reliabilitas, uji T, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa semua variabel yang digunakan valid dan reliabel. Berdasarkan uji T, variabel pemasaran digital, kualitas layanan elektronik, dan kepercayaan konsumen secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian pada Tiktok Shop. Uji F menunjukkan bahwa secara simultan ketiga variabel bebas tersebut berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 86,2% menunjukkan bahwa variabel independen dalam penelitian ini hanya menjelaskan sebagian kecil dari keputusan pembelian, sedangkan sisanya sebesar 13,8% dipengaruhi oleh faktor lain di luar penelitian ini. Temuan ini relevan di era digital dan tren belanja online yang sedang berkembang pesat. Implikasinya dapat digunakan untuk mengembangkan strategi pemasaran yang lebih efektif, khususnya bagi Tiktok Shop dan bisnis sejenis yang ingin memahami perilaku belanja online Generasi Z.

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