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All Journal TOFEDU: The Future of Education Journal Ekopedia: Jurnal Ilmiah Ekonomi Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Kusworo Kusworo
Universitas Negeri Jakarta
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Pengaruh Literasi Keuangan, Keamanan Transaksi, dan Kemudahan Pengguna terhadap Keputusan Penggunaan QRIS pada Siswa Jurusan Bisnis Ritel SMK Negeri 14 Jakarta Chika Oktapiani; Nadya Fadillah Fidhyallah; Kusworo Kusworo
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 1 (2026): JANUARI -JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/zdxk7p31

Abstract

This study aims to analyze the influence of financial literacy, transaction security, and user convenience on the decision to use QRIS among retail business students at SMK Negeri 14 Jakarta. This study uses a quantitative approach with associative research type. Data were obtained from questionnaires distributed to retail business students at SMK Negeri 14 Jakarta using non-probability sampling with purposive sampling approach. Data were processed using multiple linear regression analysis with SPSS. The results show that financial literacy and user convenience have a positive and significant effect on the decision to use QRIS. Meanwhile, transaction security has no significant effect on the decision to use QRIS. In addition, financial literacy, transaction security, and user convenience simultaneously affect the decision to use QRIS. These findings indicate that the decision to use QRIS among students is influenced by understanding of financial literacy and perceived user convenience. This research is expected to be a consideration for schools and related parties in improving digital payment methods among students.
Pengaruh Trust, Perceived Value, dan E-WOM terhadap Keputusan Pembelian pada TikTok Live Commerce di Kalangan Gen Z Dini Septi Aulina; Corry Yohana; Kusworo Kusworo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/nht86032

Abstract

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.
The Influence of Live Streaming and Content Marketing on Purchase Decision Through Brand Trust among TikTok Shop Users in Jakarta Indah Syafitri; Dita Puruwita; Kusworo Kusworo
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.2182

Abstract

The growth of TikTok Shop as a social commerce platform that integrates entertainment and shopping activities has significantly increased user interest. However, the growth in users has not been fully aligned with transaction levels, indicating the need to examine factors influencing consumer purchase decision. This study aims to analyze the effect of live streaming and content marketing on purchase decision with brand trust as a mediating variable among TikTok Shop users in Jakarta. This study employed a quantitative approach using purposive sampling involving 170 respondents aged 18-24 years who had made purchases through TikTok Shop. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 through outer model, inner model, and hypothesis testing. The results show that live streaming, content marketing, and brand trust have a positive and significant effect on purchase decision. Furthermore, brand trust significantly mediates the effects of live streaming and content marketing on purchase decision. Among the studied variables, live streaming has the most dominant influence in enhancing brand trust, which subsequently encourages consumer purchase decision. These findings indicate that interactive live streaming strategies supported by credible and engaging content marketing can strengthen brand trust and increase purchase decision on TikTok Shop.
Co-Authors Chika Oktapiani Corry Yohana Dini Septi Aulina Dita Puruwita Fidhyallah, Nadya Fadillah Indah Syafitri