PENGARUH USER INTERFACE DESIGN, PERCEIVED EASE OF USE, DAN E-SERVICE QUALITY TERHADAP USER SATISFACTION PENGGUNA TIKTOK SHOP

ABDURRASYID AKBAR, . (2026) PENGARUH USER INTERFACE DESIGN, PERCEIVED EASE OF USE, DAN E-SERVICE QUALITY TERHADAP USER SATISFACTION PENGGUNA TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pesatnya pertumbuhan social commerce di Indonesia menjadikan TikTok Shop sebagai salah satu platform belanja digital yang dominan. Namun, efektivitas platform ini dalam mempertahankan kepuasan pengguna masih menjadi tantangan di tengah berbagai keluhan terkait kerumitan navigasi dan responsivitas layanan. Penelitian ini bertujuan untuk menganalisis pengaruh User Interface Design, Perceived Ease of Use, dan E-Service Quality terhadap User Satisfaction pada pengguna TikTok Shop di Indonesia dengan mengacu pada kerangka Technology Acceptance Model (TAM). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner terhadap responden Gen Z berusia 12-27 tahun yang berdomisili di DKI Jakarta dan memiliki pengalaman berbelanja di TikTok Shop. Data dianalisis menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa User Interface Design dan Perceived Ease of Use berpengaruh signifikan secara positif terhadap User Satisfaction. Sebaliknya, E-Service Quality ditemukan tidak memiliki pengaruh signifikan terhadap User Satisfaction. Temuan ini mengimplikasikan bahwa kepuasan pengguna TikTok Shop lebih didominasi oleh pengalaman visual dan kemudahan operasional dibandingkan dengan aspek layanan elektronik lainnya. Hasil penelitian ini memberikan kontribusi teoritis dalam memperluas penerapan TAM pada konteks social commerce serta memberikan masukan praktis bagi pengembang platform dalam memprioritaskan optimalisasi desain antarmuka dan kemudahan penggunaan aplikasi. ***** The rapid growth of social commerce in Indonesia has established TikTok Shop as a dominant digital shopping platform. However, the platform's effectiveness in maintaining user satisfaction remains a challenge amidst various complaints regarding navigation complexity and service responsiveness. This study aims to analyze the influence of User Interface Design, Perceived Ease of Use, and E-Service Quality on User Satisfaction among TikTok Shop users in Indonesia, based on the Technology Acceptance Model (TAM) framework. This research employs a quantitative approach using a survey method with questionnaires distributed to Gen Z respondents aged 12–27, residing in Jakarta, who have experience shopping on TikTok Shop. Data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique. The results indicate that both User Interface Design and Perceived Ease of Use have a significant positive influence on User Satisfaction. Conversely, E-Service Quality was found to have no significant impact on User Satisfaction. These findings imply that user satisfaction on TikTok Shop is primarily driven by visual experience and operational ease rather than other electronic service attributes. This study contributes to the theoretical expansion of TAM within the social commerce context and provides practical insights for platform developers to prioritize the optimization of interface design and application usability.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Diena Noviarini, S.E., M.Si. ; 2). Fildzah Shabrina, S.Pd., M.Kom.
Subjects:	Sains > Matematika > Software, Sistem Informasi Komputer
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Abdurrasyid Akbar .
Date Deposited:	26 Aug 2026 07:49
Last Modified:	26 Aug 2026 07:49
URI:	http://repository.unj.ac.id/id/eprint/73177

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