Analysis of Factors that Influence Users to Make Transactions through the TikTok Shop on the TikTok Application

Drajad Wiryawan · Joni Suhartono · Devyano Luhukay · I Gusti Made Karmawan · Anderes Gui

4 citations0/0 files storedInternational Conference on Information Technology, Computer, and Electrical Engineering

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

This study aims to analyze the factors that influence users to make transactions at the TikTok store based on the HEART variables as external variables, namely happiness (H), engagement (R), adoption (A), retention (R), and success of the tasks performed (T). by using the Technology Acceptance (TAM) model approach. The data collection technique used in this study is nonprobability sampling with a snowball sampling technique. The respondents obtained were 422 TikTok shop users in Indonesia. From the research study results and t-statistic score, Happiness (2,719), Retention (5,019), and Task Success (10,381) influence users’ decisions in making transactions at the TikTok shop. Meanwhile, users’ Engagement (0,660) and Adoption (1,871) variables are insignificant when transacting on TikTokShop.

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References

2021Memahami desain metode penelitian kualitatif 2019How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM 2016Consumer behavior in social commerce: A literature review 2020Penggunaan Metode Technology Acceptance Model (TAM) Dalam Analisis Sistem Informasi Alista (Application Of Logistic And Supply Telkom Akses)2019The influence of trust, perceived usefulness, perceived ease of use, and attitude on purchase intention 2022PENGARUH ONLINE CUSTOMER RATING, SISTEM PEMBAYARAN CASH ON DELIVERY DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK SHOP (STUDI PADA MAHASISWA DAN ALUMNI EQUIL CHOIR FEB UNSRAT)

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