Garuda - Garba Rujukan Digital

Pengaruh Sikap, Norma Subjektif, dan Persepsi Kontrol Perilaku terhadap Intensi Melakukan Inquiry Muhammad Fikri Annafi; Danang Ary Dewangga; Muhammad Fachmi; Dhiyan Septa Wihara
Dinasti Information and Technology Vol. 3 No. 4 (2026): Dinasti Information and Technology (April - June 2026)
Publisher : Dinasti Research & Yayasan Dharma Indonesia Tercinta (DINASTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dit.v3i4.3482

Penelitian ini menganalisis pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap intensi calon konsumen melakukan inquiry pada iklan digital aset PT Pusri Palembang dengan pendekatan Theory of Planned Behavior (TPB) (Ajzen, 2020). Metode penelitian bersifat kuantitatif asosiatif dengan data dari 150 responden, dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4 (Hair et al., 2019). Hasil penelitian menunjukkan ketiga variabel berpengaruh positif dan signifikan: sikap (Original Sample = 0,232; T = 3,294; p = 0,001), norma subjektif (0,238; T = 3,178; p = 0,001), dan persepsi kontrol perilaku (0,246; T = 3,315; p = 0,001). Nilai R² = 0,186 menunjukkan model menjelaskan 18,6% variabilitas intensi inquiry. Temuan ini memperkuat penerapan TPB pada pemasaran aset high-involvement BUMN.

The Effect of Ads Personalization on TikTok Shop Users' Purchase Intent: The Role of Trust Mediation and Moderation of Data Privacy Concerns Ibrahim Bafadal; Danang Ary Dewangga; Ratih Amelia; Dhiyan Septa Wihara
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1063

The rapid growth of social commerce has transformed digital marketing strategies from mass-oriented approaches into more personalized and data-driven practices. As one of the leading social commerce platforms, TikTok Shop utilizes ads personalization to deliver product recommendations tailored to users’ preferences and online behaviors. However, the effectiveness of personalized advertising in stimulating purchase intention is not solely determined by the relevance of information provided but is also influenced by users’ trust in the platform and their concerns regarding personal data privacy. This study aims to examine the effect of ads personalization on TikTok Shop users’ purchase intention, with trust acting as a mediating variable and data privacy concerns serving as an influential factor in consumer purchasing behavior within a digital commerce environment. This research employed a quantitative approach using a survey method involving 102 TikTok Shop users selected through purposive sampling. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4 software. The analysis included assessments of convergent validity, discriminant validity, reliability, and structural model evaluation to test the proposed hypotheses. The findings indicate that all constructs satisfied the required validity and reliability criteria. Ads personalization was found to have a positive effect on both trust and purchase intention among TikTok Shop users. Trust also demonstrated a positive influence on purchase intention and acted as a mediating variable in the relationship between ads personalization and purchase intention. Furthermore, data privacy concerns were identified as an important factor influencing consumers’ purchasing behavior within the social commerce ecosystem. The coefficient of determination revealed that the model explained 49.2% of the variance in trust and 71.9% of the variance in purchase intention. This study concludes that the effectiveness of personalized advertising in enhancing purchase intention is determined not only by the platform’s ability to provide relevant recommendations but also by its capacity to build user trust and manage perceived privacy risks effectively. These findings contribute to the development of digital marketing literature and provide practical implications for businesses in designing effective marketing strategies on TikTok Shop.

Analisis Niat Calon Mitra Dalam Merespons Iklan Digital Aset PT Pusri: Extended Theory Of Planned Behavior Dengan Peran Knowledge Dan Self-Efficacy Salsabila Sari; Danang Ary Dewangga; Dhiyan Septa Wihara; Muhammad Fachmi
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i6.8947

Penelitian ini menganalisis faktor-faktor yang mempengaruhi niat calon mitra dalam merespons iklan digital aset PT Pusri menggunakan pendekatan extended Theory of Planned Behavior (TPB). Objek penelitian ini adalah calon mitra strategis PT Pusri, dengan tujuan menguji pengaruh sikap, norma subjektif, kontrol perilaku persepsian, pengetahuan, dan efikasi diri terhadap niat merespons. Metode yang digunakan adalah kuantitatif eksplanatori, dengan data dari 121 responden melalui purposive sampling yang dianalisis menggunakan regresi linear berganda pada IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, pengetahuan, dan efikasi diri berpengaruh signifikan terhadap niat merespons, sementara kontrol perilaku persepsian tidak berpengaruh signifikan. Efikasi diri menjadi prediktor paling dominan, dengan model menjelaskan 35% dari total variansi.

The Effect of Ads Personalization on TikTok Shop Users' Purchase Intent: The Role of Trust Mediation and Moderation of Data Privacy Concerns Ibrahim Bafadal; Danang Ary Dewangga; Ratih Amelia; Dhiyan Septa Wihara
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1063

The rapid growth of social commerce has transformed digital marketing strategies from mass-oriented approaches into more personalized and data-driven practices. As one of the leading social commerce platforms, TikTok Shop utilizes ads personalization to deliver product recommendations tailored to users’ preferences and online behaviors. However, the effectiveness of personalized advertising in stimulating purchase intention is not solely determined by the relevance of information provided but is also influenced by users’ trust in the platform and their concerns regarding personal data privacy. This study aims to examine the effect of ads personalization on TikTok Shop users’ purchase intention, with trust acting as a mediating variable and data privacy concerns serving as an influential factor in consumer purchasing behavior within a digital commerce environment. This research employed a quantitative approach using a survey method involving 102 TikTok Shop users selected through purposive sampling. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4 software. The analysis included assessments of convergent validity, discriminant validity, reliability, and structural model evaluation to test the proposed hypotheses. The findings indicate that all constructs satisfied the required validity and reliability criteria. Ads personalization was found to have a positive effect on both trust and purchase intention among TikTok Shop users. Trust also demonstrated a positive influence on purchase intention and acted as a mediating variable in the relationship between ads personalization and purchase intention. Furthermore, data privacy concerns were identified as an important factor influencing consumers’ purchasing behavior within the social commerce ecosystem. The coefficient of determination revealed that the model explained 49.2% of the variance in trust and 71.9% of the variance in purchase intention. This study concludes that the effectiveness of personalized advertising in enhancing purchase intention is determined not only by the platform’s ability to provide relevant recommendations but also by its capacity to build user trust and manage perceived privacy risks effectively. These findings contribute to the development of digital marketing literature and provide practical implications for businesses in designing effective marketing strategies on TikTok Shop.

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