Pengaruh Kepercayaan dan Kemudahan Penggunaan Terhadap Keputusan Pembelian pada Tiktok Shop Oleh Generasi Z
DOI:
https://doi.org/10.58192/wawasan.v4i3.4379Keywords:
Ease of Use, Generation Z, Purchasing Decisions, TikTok Shop, TrustAbstract
The development of e-commerce, especially TikTok Shop, has encouraged changes in the purchasing behavior of Generation Z, particularly those who actively use digital platforms. However, the levels of trust and ease of use that are not yet optimal have become obstacles in purchasing decisions. This study aims to analyze the influence of trust and ease of use on purchasing decisions on TikTok Shop among Generation Z in Jambi. This study employed a quantitative method involving 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination tests with the assistance of IBM SPSS Statistics. The results showed that trust has a positive and significant effect on purchasing decisions partially. In addition, ease of use also has a positive and significant effect on purchasing decisions partially. Simultaneously, trust and ease of use have a positive and significant effect on purchasing decisions. Together, both variables contribute 45.1%, while the remaining 54.9% is influenced by other factors outside this study. In conclusion, trust and ease of use are important factors in increasing purchasing decisions on TikTok Shop, especially among Generation Z.
References
Anandita, F. B. A., & Saputra, S. D. (2014). Analisis Pengaruh Kepercayaan, Keamanan, Kualitas Pelayanan, Dan Persepsi Akan Risiko Terhadap Keputusan Pembelian Melalui Situs Jejaring Sosial. Jurnal Ekonomi Dan Kewirausahaan, 15(2), 203–210.
Asmawan, S. N., Rusliani, H., & Orinaldi, M. (2022). Pengaruh pengetahuan pasar modal syariah dan modal minimal terhadap minat berinvestasi saham (Studi kasus mahasiswa FEBI UIN Jambi). Manajemen Keuangan Syariah (MAKESYA), 2(2), 101–110. https://doi.org/10.30631/makesya.v2i2.1375
Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Profil Internet Indonesia 2025. Jakarta: APJII, Accessed Januari 10, 2026. https://theleap.id/detail/2520/apjii-survey-tiktok-leads-indonesian-social-media-usage-with-35-17-access-rate
Astuti, S., Wonua, A. R., & Titing, A. S. (2023). Pengaruh persepsi manfaat dan persepsi kemudahan penggunaan terhadap keputusan pembelian pada TikTok Shop. Journal of Management and Social Sciences (JIMAS), 2(4), 147–154. https://journal-stiayappimakassar.ac.id/index.php/Jimas/article/download/664/690/1825
Fandiyanto, R., Rosyadi, Y. C., Ramadhana, V., Syaifulloh, A., Amalia, F., Julio, R. D. A., & Firmansyah, F. F. (2024). Yayuk Candra Rosyadi. Jurnal Mahasiswa Entrepreneur (JME), 3(2), 282–291. https://doi.org/10.36841/jme.v3i2.4798
GoodStats. (2026, January 18). Daftar e-commerce paling sering diakses 2025, Shopee masih juara. https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
GoodStats. (n.d.). Nilai transaksi e-commerce Indonesia capai Rp487 triliun pada 2024. Retrieved July 27, 2025, from http://goodstats.id/article/nilai-transaksi-e-commerce-indonesia-capaii-rp487-triliun-pada-2024-Vqv71
Hanum, H., & Wiwoho, G. (2023). Pengaruh kepercayaan konsumen, kemudahan penggunaan, dan keamanan transaksi terhadap keputusan pembelian online (Studi pengguna Shopee di Kabupaten Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 5(4), 465–474.
Kementerian Agama Republik Indonesia. (2022). Al-Qur’an dan terjemahannya. Lajnah Pentashihan Mushaf Al-Qur’an.
Kemp, S. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
Lesfiana, E., & Elpanso, E. (n.d.). The influence of price, trust, and product reviews on online purchase decisions on TikTok Shop. Management Studies and Entrepreneurship Journal.
Maizul Rahmizal, & Yuvendri, R. (2020). Pengaruh kepercayaan, kemudahan dan kualitas informasi terhadap keputusan pembelian daring di aplikasi Shopee pada mahasiswa di Kota Padang. Jurnal Pundi, 4(3).
Nasution, H. F. (2018). Pengaruh Kemudahan Dan Harga Terhadap Keputusan Pembelian Produk Pakaian Secara Online (Studi Kasus Mahasiswa Belanja Online Pada Febi Iain Padangsidimpuan). At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 4(1), 26. Https://Doi.Org/10.24952/Tijaroh.V4i1.1082
Nur, H., & Mutaqin, J. (2023). Pengaruh harga, kepercayaan konsumen, dan optimasi penggunaan terhadap keputusan pembelian konsumen pada masa pandemi COVID-19 melalui marketplace Tokopedia di Kota Cimahi. Jurnal Lentera Bisnis, 12(2), 231–242. https://doi.org/10.34127/jrlab.v12i2.651
Purwanto, E. (2020). Technology adoption: A conceptual framework. Yayasan Pendidikan Philadelphia.
Prasetiyo, S. M., Gustiawan, R., Faarhat, & Albani, F. R. (2024). Analisis Pertumbuhan Pengguna Internet Di Indonesia. Jurnal Buletin Ilmiah Ilmu Komputer Dan Multimedia , 2(1), 65–71.
Ramadhani, F. Y., & Ali, H. (2025). Determinasi Keputusan Pembelian : Analisis Strategi Pemasaran , Perilaku Konsumen dan Teknologi. Dinasti Information and Technology, 2(4), 145–155. https://doi.org/https://doi.org/10.38035/dit.v2i4.1793
Rusman, A. A., Adistri, N., & Irwansyah. (2024). Penggunaan dan Kepuasan terhadap Video Pendek melalui Media Sosial TikTok : Systematic Literature Review. Jurnal Lensa Mutiara Komunikasi, 2(8), 75–88. https://doi.org/https://dx.doi.org/10.51544/jlmk.v8i2.5540
Rusliani, H., Syamsuddin, S., & Merdiana, F. (2024). Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Di E-Commerce Shopee. Lokawati: Jurnal Penelitian Manajemen Dan Inovasi Riset, 2(3), 140–156.
Rusliani, H., & Notaria, A. S. (2025). Pengaruh Kualitas Layanan Dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Pengguna Dompet Digital Dana. Bertuah: Journal Of Shariah And Islamic Economics, 6(1), 189.
Ruqoyyah, U., & Rahmawan, G. (2023). Pengaruh Copywriting Promotion, Online Customer Review, Dan Gaya Hidup Terhadap Keputusan Pembelian Melalui Keranjang Kuning Pada Aplikasi Tiktok. Jurnal Edueco, 6(1). Https://Doi.Org/10.36277/Edueco.V6i1.152
Taan, Hapsawati. “Pengaruh Kenyamanan Dan Kepercayaan Terhadap Keputusan Pembelian Online Tiktok Shop”. Proceedings Of Inernationl Interdisciplinary Conference On Sustanable Development Goals (Iicsdgs) 6, No. 1 (2023): 221.
Tanady, E. S., & Fuad, M. (2020). Keputusan Pembelian Tokopedia Di Jakarta. Manajemen Pemasaran, 9(021), 113–123.
Ulfa Muawiyah, A., Taqwiem, A., & A. A., S. (2023). Pengaruh kepercayaan, kenyamanan dan persepsi risiko terhadap keputusan pembelian online melalui TikTok Shop. 4(2), 119–131.
Yamini, E. A. (2025). Pengaruh affiliate marketing dan kemudahan penggunaan terhadap keputusan pembelian pada TikTok. YUME: Journal of Management, 8(3), 686–696.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
