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All Journal Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Adi Suhartono
Universitas Stikubank
Decision Sciences, Operations Research & Management

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Pengaruh Anticipated Regret, Perceived Risk, dan Trust terhadap Keputusan Pembelian Konsumen serta Dampaknya Kepuasan: Studi Pada Gen Z Pengguna TikTok Shop di Semarang Adi Suhartono; Endang Tjahjaningsih
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 4 No. 4 (2026): Oktober: Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahan
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/wawasan.v4i4.5234

Abstract

 This study aims to examine and analyze the effect of anticipated regret, perceived risk, and trust on consumer purchase decision and its impact on satisfaction among Generation Z TikTok Shop users in Semarang City. A quantitative research approach was employed, utilizing a purposive sampling technique for sample selection. Data were collected by distributing questionnaires to 100 Generation Z respondents who met the criteria of having made a purchase on TikTok Shop at least once. The research data were analyzed using the multiple linear regression method facilitated by SPSS software. The results of the first model indicate that anticipated regret, perceived risk, and trust partially have a positive and significant effect on consumer purchase decision. Meanwhile, the testing results of the second model demonstrate that anticipated regret has a negative and non-significant effect on satisfaction, and perceived risk has a positive but non-significant effect on customer satisfaction. However, trust and purchase decision are proven to have a positive and significant effect on customer satisfaction. These findings enrich consumer behavior research regarding the importance of managing psychological factors, mitigating risks, and strengthening trust elements to drive transaction decisions and post-purchase satisfaction within the social commerce ecosystem.
Co-Authors Endang Tjahjaningsih