Pengaruh Customer Engagement dan Persepsi Risiko terhadap Keputusan Pembelian pada Pengguna Tiktok Shop di DKI Jakarta
Keywords:
Customer Engagement, Persepsi Risiko, Keputusan PembelianAbstract
Perkembangan teknologi informasi dan komunikasi mendorong pertumbuhan social commerce di Indonesia, salah satunya TikTok Shop yang memanfaatkan video pendek, siaran langsung (live streaming), dan fitur belanja digital untuk meningkatkan keterlibatan konsumen serta mendorong transaksi. Penelitian ini bertujuan menganalisis pengaruh customer engagement dan persepsi risiko terhadap keputusan pembelian pada pengguna TikTok Shop di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui observasi, kuesioner, dan studi dokumentasi. Sampel penelitian terdiri dari 96 responden pengguna TikTok Shop di DKI Jakarta. Analisis data dilakukan melalui uji kualitas data, uji asumsi klasik, regresi linear berganda, uji hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung 3,250 > t tabel 1,986 dan signifikansi 0,002 < 0,05. Persepsi risiko juga berpengaruh positif dan signifikan dengan nilai t hitung 4,354 > t tabel 1,986 dan signifikansi 0,000 < 0,05. Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian dengan F hitung 36,639 > F tabel 3,09 dan signifikansi 0,000 < 0,05. Nilai R² sebesar 0,441 menunjukkan bahwa 44,1% keputusan pembelian dijelaskan oleh kedua variabel, sedangkan 55,9% dijelaskan oleh faktor lain. Penelitian ini diharapkan menjadi referensi bagi pelaku usaha dalam mengembangkan strategi pemasaran digital
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