Analisis Perbandingan Perilaku Penggunaan Shopee Dan Tiktok Shop Pada Generasi Z Di Surabaya Menggunakan UTAUT2

Aurabillah, Bilqis (2026) Analisis Perbandingan Perilaku Penggunaan Shopee Dan Tiktok Shop Pada Generasi Z Di Surabaya Menggunakan UTAUT2. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The competitive dynamics between Shopee and TikTok Shop, as well as adjustments to service fees for sellers, require businesses to carefully choose their marketing platforms. The contrasting characteristics of the two platforms suggest different usage preference patterns. This quantitative study compares the usage behavior of Shopee and TikTok Shop among Generation Z in Surabaya using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. With 393 respondents, the data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis results show that behavioral intent on Shopee is driven by Effort Expectancy, Facilitating Conditions, Social Influence, Hedonic Motivation, Price Value, and Habit. Meanwhile, behavioral intention on TikTok Shop is influenced by Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, and Habit. Furthermore, Facilitating Conditions emerged as the primary factor influencing behavioral intent on Shopee, while Habit dominated on TikTok Shop. These differences highlight variations in usage behavior across the two platforms and can serve as a foundation for businesses to develop precise digital marketing strategies.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Wulansari, Anita	NIDN0715108705	anita.wulansari.sisfo@upnjatim.ac.id
Thesis advisor	Prasetya, Muhammad Septama	NIDN 0728099301	muhammad_septama.si@upnjatim.ac.id

Subjects:

T Technology > T Technology (General)

Divisions:

Faculty of Computer Science > Departemen of Information Systems

Depositing User:

bilqis aura billah

Date Deposited:

22 Jul 2026 06:50

Last Modified:

22 Jul 2026 07:33

URI:

https://repository.upnjatim.ac.id/id/eprint/57125