Tiktok Shop: Penggunaan Metode EUCS (End User Computing Satifiction) terhadap Kepuasan Gen-Z
DOI:
https://doi.org/10.32493/jtsi.v7i3.41899Kata Kunci:
Tiktokshop, Gen-z, End User Computing SatisfactionAbstrak
Seiring berkembangnya teknologi informasi dan internet, platform e-commerce seperti TikTok Shop telah jadi bagian terpenting didalam hidup yang utama untuk Generasi Z. TikTok Shop menggabungkan media sosial dengan e-commerce, yang mungkin membuat kreator serta pengguna untuk melakukan promosi dan menjual produk secara langsung lewat video, siaran langsung, dan katalog produk. Namun, popularitas TikTok Shop juga menimbulkan kontroversi karena dianggap merusak harga pasar. Setelah ditutup sementara pada Oktober 2023, TikTok Shop dibuka kembali dua bulan kemudian bekerja sama dengan PT. GoTo Gojek Tokopedia Tbk. Penelitian ini tujuannya ialah guna menganalisis tingkat kepuasan konsumen Gen-Z terhadap TikTok Shop memakai metode (EUCS). Hasil penelitian memperlihatkan yakni variable konten, format, serta ketepatan waktu memiliki pengaruh signifikan terhadap kepuasan pemakai, sementara variable akurasi serta kemudahan penggunaan tidak berpengaruh signifikan. Data diperoleh melalui kuesioner dari 100 responden Gen-Z, menunjukkan bahwa aspek konten, format, dan ketepatan waktu sangat menentukan kepuasan pengguna TikTok Shop.
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Hak Cipta (c) 2024 Eneng Sri Mulyani, Arny Lattu, M. Anton Permana
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