Hidayah, Fithi Fatqiyah Nurul (2026) Pengaruh Persepsi Kemudahan Penggunaan Dan Kualitas Informasi Terhadap Keputusan Pembelian Pada Aplikasi TikTok Shop Dalam Belanja Online Dengan Live Streaming Sebagai Variabel Moderasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of Perceived Ease of Use and Information Quality on Purchase Decisions, as well as to assess the role of Live Streaming as a moderating variable among TikTok Shop users in Surabaya. The research sample consisted of 225 respondents obtained through purposive sampling and analyzed using the SmartPLS based Structural Equation Modeling (SEM) method. The results showed that Perceived Ease of Use had a positive coefficient of 0.247 with a t-test result of 3.516 > 1.96, thus having a significant positive effect on Purchase Decision. Information Quality has a positive coefficient of 0.331 with a t-test result of 4.412 > 1.96, thus having a significant positive effect on Purchase Decision. The interaction between Live Streaming and Perceived Ease of Use is 0.074 with a t-test result of 0.977 < 1.96, thus not moderating the effect on Purchase Decision. Meanwhile, the interaction between Live Streaming and Information Quality is -0.124 with a t-test result of 1.657 < 1.96, which means that it significantly moderates in a negative direction, thereby weakening the influence of Information Quality on Purchase Decisions. These findings are expected to provide practical contributions for TikTok Shop managers in designing more effective marketing strategies by emphasizing ease of use and information quality as key factors in increasing consumer purchase decisions. Keywords: Perceived Usability, Information Quality, Live Streaming, Purchase Decisions, TikTok Shop
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fithi Fatqiyah Nurul Hidayah | ||||||||
| Date Deposited: | 07 May 2026 07:02 | ||||||||
| Last Modified: | 07 May 2026 07:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51622 |
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