Ulfa, Devita Fahliza (2026) Evaluasi Faktor Faktor Yang Memengaruhi Niat Pembelian Pada Konten Affiliate TikTok Shop Menggunakan Model UTAUT2. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of TikTok Shop's affiliate program provides significant opportunities for content creators to earn commissions from the content they share. However, the low conversion rates indicate challenges affecting purchase intention. This study aims to analyze the factors influencing purchase intention on TikTok Shop's affiliate content, adapting the modified UTAUT2 model. A quantitative approach was used, with a survey conducted on 410 respondents, and the collected data was analyzed using PLS-SEM to examine the relationships between the variables. The results show that only Perceived Value has a significant effect on Behavioral Intention. Higher Perceived Value , driven by Performance Expectancy and Social Commerce Constructs , increases users' purchase intention. While Effort Expectancy and Habit significantly influence Hedonic Motivation, neither directly affects purchase intention. Moreover, factors such as Hedonic Motivation, Trust, Facilitating Conditions, and Performance Expectancy have no significant impact on Behavioral Intention. Therefore, the primary focus for increasing purchase intention should be placed on enhancing Perceived Value , while considering the influence of Performance Expectancy and Social Commerce Constructs.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6-58.62 Management Information Systems |
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| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Devita Fahliza Ulfa | ||||||||||||
| Date Deposited: | 25 May 2026 08:34 | ||||||||||||
| Last Modified: | 25 May 2026 08:34 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52245 |
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