Pengaruh Website Design, Brand Awareness, Brand Trust, dan Customer Reviews terhadap Purchase Intention pada TikTok Shop: Studi pada Generasi Z di Surabaya
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Abstract
Kemajuan social commerce di Indonesia, terkhususnya TikTok Shop, telah mengubah pola belanja Generasi Z yang sangat adaptif terhadap teknologi digital. Penelitian ini menganalisis pengaruh website design, brand awareness, brand trust, serta customer reviews terhadap purchase intention Generasi Z pengguna TikTok Shop di Surabaya. Pendekatan kuantitatif diterapkan dengan teknik purposive sampling, kemudian data dihimpun dengan memanfaatkan kuesioner online. Data dari 219 responden dianalisis dengan SEM-PLS. Temuan memperlihatkan bahwa keempat variabel independennya secara positif serta signifikan memengaruhi purchase intention, dengan brand trust sebagai prediktor paling dominan. Model struktural mampu menjelaskan varians purchase intention dalam kategori moderat yang mendekati kuat. Penemuan ini mendukung integrasi konsep TAM, TPB, dan UTAUT dalam konteks social commerce, yang memperlihatkan bahwa niat beli konsumen terbentuk melalui sinergi kenyamanan fungsional, kesadaran merek, kepercayaan, dan validasi sosial. Penelitian ini berkontribusi dalam memperkaya literatur social commerce serta menjadi masukan praktis bagi pengelola platform serta pelaku usaha dalam menyusun strategi peningkatan niat beli secara terintegrasi.
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