PENGARUH TRUST, PERCEIVED VALUE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK LIVE COMMERCE DI KALANGAN GEN Z

DINI SEPTI AULINA, . (2026) PENGARUH TRUST, PERCEIVED VALUE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK LIVE COMMERCE DI KALANGAN GEN Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh trust, perceived value, dan E-WOM terhadap keputusan pembelian pada TikTok Live commerce di kalangan Generasi Z. Penelitian ini dilatarbelakangi oleh pesatnya perkembangan live commerce sebagai media pemasaran digital yang mendorong perubahan perilaku konsumen dalam melakukan keputusan pembelian, khususnya di kalangan Generasi Z sebagai kelompok pengguna aktif media sosial dan platform e-commerce. Data dalam penelitian ini bersumber dari data primer yang diperoleh melalui penyebaran kuesioner berbasis Google Form kepada 140 responden yang merupakan Generasi Z berdomisili di kota Jakarta dan pernah melakukan pembelian melalui TikTok Live commerce. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei dan teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Analisis data dilakukan melalui analisis statistik deskriptif, uji validitas dan reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji linearitas, analisis regresi linear berganda, serta pengujian hipotesis menggunakan uji t, uji F, dan koefisien determinasi (R²). Pengolahan data dilakukan menggunakan software SPSS versi 31. Hasil penelitian menunjukkan bahwa secara parsial variabel trust tidak berpengaruh positif dan signifikan terhadap keputusan pembelian karena konsumen Generasi Z cenderung mempertimbangkan manfaat yang diperoleh serta informasi dari konsumen lain dibandingkan hanya mengandalkan kepercayaan terhadap host atau penjual. Sebaliknya, perceived value berpengaruh positif dan signifikan terhadap keputusan pembelian dan E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian karena persepsi manfaat, kualitas, serta ulasan dan rekomendasi dari pengguna lain mampu meningkatkan keyakinan konsumen dalam melakukan pembelian. Secara simultan, trust, perceived value, dan E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian pada TikTok Live commerce di kalangan Generasi Z. Hasil penelitian ini memperkuat Consumer Decision-Making Process yang menjelaskan bahwa keputusan pembelian merupakan hasil dari serangkaian tahapan yang saling berkaitan, mulai dari pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, hingga keputusan pembelian. ***** This study aims to examine the influence of trust, perceived value, and electronic word of mouth (E-WOM) on purchase decisions in TikTok Live commerce among Generation Z. The study is motivated by the rapid growth of live commerce as a digital marketing medium, which has transformed consumer behavior in making purchase decisions, particularly among Generation Z, who are active users of social media and e-commerce platforms. The data used in this study were primary data collected through a Google Forms-based questionnaire distributed to 140 respondents from Generation Z residing in Jakarta who had previously made purchases through TikTok Live commerce. This study employed a quantitative research method with a survey approach. The sampling technique used was non-probability sampling with a purposive sampling method. Data were analyzed using descriptive statistical analysis, validity and reliability tests, normality test, multicollinearity test, heteroscedasticity test, linearity test, multiple linear regression analysis, and hypothesis testing through the t-test, F-test, and coefficient of determination (R²). The data were processed using SPSS version 31. The findings indicate that, partially, trust does not have a positive and significant effect on purchase decisions because Generation Z consumers tend to consider the benefits they receive and information from other consumers rather than relying solely on trust in the host or seller. In contrast, perceived value has a positive and significant effect on purchase decisions, and E-WOM also has a positive and significant effect on purchase decisions, as consumers' perceptions of product benefits and quality, along with reviews and recommendations from other users, increase their confidence in making purchases. Simultaneously, trust, perceived value, and E-WOM have a positive and significant effect on purchase decisions in TikTok Live commerce among Generation Z. The findings of this study reinforce the Consumer Decision-Making Process theory, which explains that purchase decisions are the result of a series of interconnected stages, beginning with need recognition, followed by information search, evaluation of alternatives, and ultimately the purchase decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, MM.; 2). Kusworo, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Dini Septi Aulina .
Date Deposited:	14 Aug 2026 02:16
Last Modified:	14 Aug 2026 02:16
URI:	http://repository.unj.ac.id/id/eprint/70982

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• PENGARUH TRUST, PERCEIVED VALUE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK LIVE COMMERCE DI KALANGAN GEN Z. (deposited 14 Aug 2026 02:16) [Currently Displayed]

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