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Amelia
Binus University
Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Mechanical Engineering

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THE INFLUENCE OF INTERACTIVITY AND PRIVACY CONCERNS ON ACTUAL PURCHASE THROUGH PURCHASE INTENTION AMONG GENERATION Z TIKTOK SHOP USERS IN INDONESIA Nuri Purwanto; Amelia; Suraya Ika Tamrin
Journal of Economic, Business and Engineering (JEBE) Vol. 8 No. 1 (2026): October
Publisher : Universitas Sains Al Qur'an

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32500/jebe.v8i1.11073

Abstract

The rapid expansion of social commerce in Indonesia has positioned TikTok Shop as a prominent platform for Generation Z consumers, yet high platform usage does not always translate into actual purchase behaviour. This study examines how interactivity and privacy concerns influence actual purchase through purchase intention among Generation Z TikTok Shop users in East Java, Indonesia. Drawing on a quantitative, explanatory, and cross-sectional design, data were collected from 300 respondents selected through purposive sampling and analysed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that interactivity exerts a positive and significant effect on purchase intention (beta = 0.629; t = 16.670; p < 0.001), whereas privacy concerns exert a negative and significant effect on purchase intention (beta = -0.383; t = 10.143; p < 0.001). Purchase intention also has a positive and significant effect on actual purchase (beta = 0.612; t = 11.551; p < 0.001). Furthermore, purchase intention significantly mediates the effect of interactivity on actual purchase (beta = 0.384; t = 9.059; p < 0.001) and the effect of privacy concerns on actual purchase (beta = -0.234; t = 7.522; p < 0.001). These findings highlight the importance of strengthening platform interactivity while reducing privacy-related concerns to improve transaction conversion in social commerce.
Co-Authors Nuri Purwanto Suraya Ika Tamrin