Pengaruh Pengalaman Konsumen dan Kepercayaan Terhadap Keputusan Pembelian Pada Live-Commerce di TikTok Shop Indonesia
DOI:
https://doi.org/10.55338/jeama.v4i3.628Kata Kunci:
Consumer experience, trust, purchasing decision, live-commerce, TikTok ShopAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh consumer experience dan trust terhadap keputusan pembelian konsumen pada TikTok Shop di Kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan jenis penelitian kausal. Populasi dalam penelitian ini adalah seluruh pengguna TikTok yang pernah melakukan pembelian melalui fitur live-commerce, dengan sampel sebanyak 100 responden. Pengumpulan data dilakukan melalui kuesioner online, sedangkan teknik analisis yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa consumer experience dan trust berpengaruh positif signifikan terhadap keputusan pembelian baik secara parsial maupun simultan. Dari kedua variabel tersebut, trust menjadi variabel yang paling dominan memengaruhi keputusan pembelian karena memiliki pengaruh yang lebih kuat dibanding consumer experience.
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