PENGARUH HEDONIC VALUE DAN PERCEIVED EASE OF USE TERHADAP PURCHASE INTENTION PADA TIKTOK SHOP MELALUI TRUST IN PLATFORM SEBAGAI VARIABEL MEDIASI

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Value dan Perceived Ease of Use terhadap Purchase Intention melalui Trust in Platform sebagai variabel mediasi, dengan objek penelitian pengguna TikTok Shop di Sidoarjo. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan teknik pengumpulan data melalui kuesioner skala Likert. Jumlah sampel yang digunakan sebanyak 153 responden yang dipilih dengan teknik purposive sampling. Pengolahan data dilakukan menggunakan SmartPLS 4.1.1.2. Hasil penelitian menunjukkan bahwa Hedonic Value dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Trust in Platform. Trust in Platform, Hedonic Value, dan Perceived Ease of Use juga berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Trust in Platform mampu memediasi pengaruh Hedonic Value dan Perceived Ease of Use terhadap purchase intention. Hasil ini menunjukkan pentingnya pengalaman menyenangkan dan kemudahan penggunaan dalam meningkatkan kepercayaan serta niat pembelian pengguna TikTok Shop.

This study aims to analyze the influence of Hedonic Value and Perceived Ease of Use on Purchase Intention through Trust in Platform as a mediating variable, with the research object being TikTok Shop users in Sidoarjo. The research employs a quantitative method with a descriptive approach, and data were collected using a Likert scale questionnaire. A total of 153 respondents were selected using purposive sampling. Data were processed using SmartPLS version 4.1.1.2. The results indicate that Hedonic Value and Perceived Ease of Use have a positive and significant effect on Trust in Platform. Furthermore, Trust in Platform, Hedonic Value, and Perceived Ease of Use also positively and significantly affect Purchase Intention. In addition, Trust in Platform is proven to mediate the relationship between Hedonic Value and Perceived Ease of Use on Purchase Intention. These findings highlight the importance of enjoyable experiences and ease of use in enhancing trust and purchase intention among TikTok Shop users.