Pengaruh UI/UX Quality dan Information Quality terhadap Purchase Intention melalui User Satisfaction pada TikTok Shop di Indonesia

Andini Amalia Zarvianti; Hujjatullah Fazlurrahman; Muhammad Fachmi

doi:10.47709/jebma.v6i2.8660

Authors

Andini Amalia Zarvianti Universitas Negeri Surabaya
Hujjatullah Fazlurrahman Universitas Negeri Surabaya
Muhammad Fachmi Universitas Negeri Surabaya

DOI:

https://doi.org/10.47709/jebma.v6i2.8660

Keywords:

Information Quality, Purchase Intention, Social commerce, UI/UX Quality, User Satisfaction

Abstract

Perkembangan yang signifikan pada social commerce yaitu TikTok Shop menciptakan urgensi yang mendesak agar dapat memahami faktor teknis yang memicu niat beli konsumen. UI/UX Quality dan Information Quality diasumsilam menjadi faktor penentu utama kepuasan pengguna yang pada akhirnya memengaruhi niat pembelian, namun kombinasi keduanya dalam satu model mediasi di konteks TikTok Shop Indonesia masih jarang diteliti. Penelitian ini bertujuan menguji pengaruh UI/UX Quality dan Information Quality terhadap Purchase Intention melalui User Satisfaction sebagai variabel mediasi pada pengguna TikTok Shop di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain kausalitas dan cross-sectional survey. Data dikumpulkan dari 220 responden valid melalui kuesioner daring menggunakan teknik purposive sampling dan snowball sampling. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS Hasil penelitian ini memperlihatkan bahwa enam hipotesis diterima dan satu ditolak. Information Quality memiliki hubungan signifikan terhadap User Satisfaction dan berpengaruh langsung terhadap Purchase Intention sementara itu UI/UX Quality tidak berpengaruh langsung terhadap Purchase Intention namun berpengaruh melalui mediasi penuh User Satisfaction. User Satisfaction terbukti sebagai variabel dengan pengaruh langsung terkuat terhadap Purchase Intention. Hal ini dapat disimpulkan bahwa Information Quality dan UI/UX Qualityterbukti meningkatkan User Satisfaction yang mendorong Purchase Intention pengguna TikTok Shop di Indonesia, dengan User Satisfaction berperan sebagai mediator penuh pada jalur UI/UX Quality dan mediator parsial pada jalur Information Quality.

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