Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA GEN Z PENGGUNA TIKTOKSHOP DI BEKASI

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  • Afifah Zamir

Published 2026-01-08

Keywords

  • Social Media Marketing,
  • Electronic Word of Mouth,
  • Influencer Credibility,
  • Brand Trust,
  • Purchase intention

How to Cite

FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA GEN Z PENGGUNA TIKTOKSHOP DI BEKASI. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 1301-1310. https://cibjournal.com/index.php/musytari/article/view/5887

Abstract

Tujuan utama dari penelitian ini yaitu melakukan analisis dampak Social Media Marketing, Influencer Credibility, Electronic Word of Mouth (e-WOM), dan Brand Trust pada Purchase intention. Pendekatan yang digunakan pada penelitian ini yaitu kuantitatif dan memanfaatkan teknik survei. Populasi pada studi ini yaitu generasi Z di Bekasi yang aktif menggunakan Tiktokshop dan pernah melakukan interaksi atau pembelian melalui platform tersebut. Sampel pada penelitian ini diambil memanfaatkan teknik purposive sampling dan data dikumpulkan Dengan menyebarkan kuesioner online berbasis Google form melalui perhitungan skala likert 5 poin. Data yang telah diperoleh kemudian dihitung melalui analisis regresi linier sederhana pada software SPSS versi 26. Pengujian yang dilakukan mencakup pengujian validitas, reliabilitas serta pengujian parsial (t) agar dapat mengidentifikasi dampak dari setiap variabel bebas terhadap purchase intention. Hasil penelitian diharapkan menunjukkan bahwa Social Media Marketing, e-WOM, InfluencerCredibility dan brand trust berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini diharapkan memberikan kontribusi teoritis terhadap pengembangan literatur perilaku konsumen online, dan berkontribusi bagi pelaku usaha secara praktis dalam perancangan strategi pemasaran yang tepat untuk meningkatkan niat beli generasi Z di Tiktokshop.

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