Pengaruh Risiko, Keamanan Transaksi, dan Niat Menggunakan Perdagangan Sosial Terhadap Perilaku Penggunaan pada TikTok Shop di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Pratama, Dimas Kelvindra Putra
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-06-20 04:43:10
Abstract :
The purpose of this study is to examine the effect of risk, transaction security, and intention to use social trading on usage behavior at the tiktok shop. This research methodology of this study used 184 respondents who were collected through questionnaires in the Surabaya area. Respondents' responses were analyzed using descriptive analysis through the SPSS 25 program and statistical analysis through the WarpPLS 8.0 program. The results showed that the value of risk has a negative but not significant effect on the intention to use social trading and transaction security has a significant positive effect on the intention to use social trading and also the intention of social trading has a significant positive effect on usage behavior. The role of risk does not influence the stronger or weaker effect of direct effort between transaction security, social trading intentions and usage behavior. The practical implication of this research is to develop good service and TikTok Shop strategies in the future, especially as an evaluation of TikTok Shop performance in social commerce competencies. It is important to build risk influence impact on transaction security, and intention to use social commerce with usage behavior to increase TikTok Shop usage. Keywords : TikTok Shop, Risk, Transaction Security, Intention to use social trading, Usage behavior.
The purpose of this study is to examine the effect of risk, transaction security, and intention to use social trading on usage behavior at the tiktok shop. This research methodology of this study used 184 respondents who were collected through questionnaires in the Surabaya area. Respondents' responses were analyzed using descriptive analysis through the SPSS 25 program and statistical analysis through the WarpPLS 8.0 program. The results showed that the value of risk has a negative but not significant effect on the intention to use social trading and transaction security has a significant positive effect on the intention to use social trading and also the intention of social trading has a significant positive effect on usage behavior. The role of risk does not influence the stronger or weaker effect of direct effort between transaction security, social trading intentions and usage behavior. The practical implication of this research is to develop good service and TikTok Shop strategies in the future, especially as an evaluation of TikTok Shop performance in social commerce competencies. It is important to build risk influence impact on transaction security, and intention to use social commerce with usage behavior to increase TikTok Shop usage. Keywords : TikTok Shop, Risk, Transaction Security, Intention to use social trading, Usage behavior.
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