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All Journal Parameter: Jurnal Matematika, Statistika dan Terapannya Jurnal Akuntansi Bisnis dan Humaniora
Rizki Fitriani Muin
Institut Teknologi Sepuluh Nopember
Mathematics

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Exploring the Determinants of Behavioral Intention and Use Behavior Toward TikTok Shop Based on the UTAUT2 Model Rizki Fitriani Muin; Bambang Widjanarko Otok
Parameter: Jurnal Matematika, Statistika dan Terapannya Vol 5 No 1 (2026): Parameter: Jurnal Matematika, Statistika dan Terapannya
Publisher : Jurusan Matematika FMIPA Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/parameterv5i1pp29-44

Abstract

The rapid growth of social commerce through TikTok Shop has opened new opportunities for businesses and consumers in Indonesia, including in the city of Ambon. This study aims to analyze the factors influencing consumers’ behavioral intention and use behavior in shopping on TikTok Shop by applying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model. The respondents of this research were TikTok Shop users in Ambon who had made at least one transaction, with a minimum sample size of 200 participants. The results show that all UTAUT 2 constructs, except for facilitating conditions on use behavior, have a significant effect on consumers’ intention and usage behavior. The variable behavioral intention was found to be the most dominant factor driving actual usage behavior, with R² values of 0.753 for behavioral intention and 0.817 for use behavior, indicating a strong predictive capability of the model. These findings affirm the relevance of the UTAUT 2 model in explaining technology adoption in the context of social commerce and provide practical implications for platform developers and digital business practitioners to design marketing strategies that align with the characteristics of consumers in eastern Indonesia.
Model UTAUT2 dalam Menganalisis Minat dan Perilaku Berbelanja Konsumen TikTok Shop Rizki Fitriani Muin; Abdul Malik Balami
Jurnal Akuntansi Bisnis dan Humaniora Vol. 13 No. 2 (2026): Jurnal Akuntansi Bisnis dan Humaniora
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jabh.v13i2.9785

Abstract

Pertumbuhan social commerce melalui TikTok Shop menciptakan peluang baru bagi pelaku bisnis dan konsumen, termasuk di Kota Ambon. Penelitian ini bertujuan menganalisis faktor-faktor yang me mengaruhi minat dan perilaku berbelanja konsumen pada TikTok Shop menggunakan model Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Konstruk yang diuji meliputi performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price va lue, dan habit terhadap behavioral intention dan use behavior. Penelitian ini memakai pendekatan kuantitatif eksplanatori yaitu metode Partial Least Squares Structural Equation Model (PLS-SEM). Responden penelitian adalah pengguna TikTok Shop di Kota Ambon yang pernah melakukan transak si. Hasil penelitian menunjukkan bahwa performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, dan habit memiliki pengaruh positif dan signi fikan atas behavioral intention. Behavioral intention dan habit juga berpengaruh signifikan terhadap use behavior, sedangkan facilitating conditions tidak berpengaruh signifikan pada use behavior. Temuan ini menunjukkan bahwa minat berbelanja dan kebiasaan pengguna menjadi faktor penting dalam mendorong perilaku belanja aktual pada TikTok Shop. Secara praktis, hasil penelitian ini dapat men jadi pertimbangan bagi pelaku bisnis digital dalam merancang strategi pemasaran yang berbasis pada pengalaman pengguna, nilai harga, hiburan, dan kebiasaan konsumen di wilayah Indonesia Timur.
Co-Authors Abdul Malik Balami Bambang Widjanarko Otok