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DWI CAHYONO
Universitas Muahammadiyah Jember
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Public Health Social Sciences Other

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The Effect of Attitude, Subjective Norms, and Perceived Behavioral Control on Purchasing Behavior with Purchase Intention as an Intervening Variable in the TikTok Shop Affiliate Program: Evidence from Nayasalia's Account Nadia Asalia Fathimah Zahra; Dwi Cahyono; Abadi Sanosra
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 2 (2026): September 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i2.1482

Abstract

This study examines the effects of attitude, subjective norms, and perceived behavioral control on purchasing behavior, with purchase intention as an intervening variable, in the Nayasalia TikTok Shop affiliate context. A quantitative explanatory survey using purposive sampling was conducted with 120 respondents who had purchased through Nayasalia’s TikTok Shop content or live sessions. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with WarpPLS 8.0. The results show that attitude (β = 0.262; p = 0.001), subjective norms (β = 0.212; p = 0.008), and perceived behavioral control (β = 0.325; p < 0.001) significantly and positively affect purchasing behavior. They also significantly affect purchase intention: attitude (β = 0.389; p < 0.001), subjective norms (β = 0.257; p = 0.002), and perceived behavioral control (β = 0.159; p = 0.036). However, purchase intention does not significantly affect purchasing behavior (β = 0.061; p = 0.250) and does not mediate the three relationships. The model explains 60.7% of purchase intention and 66.8% of purchasing behavior. The findings imply that direct product evaluation, social influence, and transaction control may be more important for actual purchases than stated intention. Practically, affiliates should emphasize credible product demonstrations, social proof, clear information, and frictionless transactions.
Co-Authors Abadi Sanosra Achmad Syahfrudin Zulkarnnaeni Ade Rani Aprillia Afroh, Ibna Kamilia Fiel AGUNG MULYONO Agung Rizky Akhmad Khalim Aliyatus Syamilah Ananda Dwi Maulidiah Anistiana Amaliyatus Ari Sita Nastiti Atmanegara, Stivani Yanti Aulia Rachmaniyah Aurelia Trya Febri Nur Aisiyah Ayu Tinis Khaulia Ayuk Firdawati Bela Anggardini Catur Indah Sulistiyorini Citra Dwi Agustin Citra Dwi Ristantri Cristino Gusmao Cristino Gusmao Dea Alvionita Azka Denia Ratna Sari Devi Wulandari Devita Eka Lestari Didik Eko Pramono Dino Angga**, Budi Santoso* Dyah Probowulan Erika Puspita Sari Erike Wulandari Evi Lestari Faruq Syah Permana Putra Fathushobi Ridwan Rulistia Adji Fifi Rahma Dwiyanti Fitriya, Elok GALUH SYAH PUTRA Gardina Aulin Nuha Haris Hermawan Heni Dwi Susanti Iid Pua Wadjo Imam Ghozali Indra Fatmawati Inge Cellianada Cahyono Intan Sarifa Nuraeni Jonathan Parker Juli Rima Afiani Junaidi Junaidi Kamilatul Jannah La Ode Muhammad Ady Ardyawan Latifah Hanum Meilany Leni Siti Rukmana Deffi Lina Amelia Linda Indrawati Maharani, Astrid Malik Abdul Jabbar Martini, Ni Nyoman Putu Mirwan Aspirandi Moch Anas Kurniawan Muh. Bayu Muhammad Bayu Muhammad Bayu Muhammad Fathorossi Muhammad Luqman Hakim Muhammad Luqman Hakim, Muhammad Luqman Muhammad Yazir Nabila Zubaidi Nadhif Qotrunnada Nadia Asalia Fathimah Zahra Nina Martiana Nopa Dwi Saputra Nopa Dwi Saputra Norawati, Suarni Nursaid Nursaid Nurul Qomariah Octavia Paramitha Paroli Paroli Prijono, Wiwin Puguh Probowulan, Diyah Putri Gusti Aulia Qurotul Aini Radina Ayuningtyas Rasid Rasid Rendy Mirwan Aspirandi Rika Astutik S, Sya?roni Sarah Agustin Siahaan Siti Juariyah Slamet Wijiono Sukma Lesmana Surya Bakti Susbiyani, Arik Suwarno Suwarno Sya’roni S Toni Herlambang Toni Herlambang Triono Triono Triono Triono Untung Rahardja Wijiono, Slamet Wisnu Adityara Wiwin Puguh Prijono Zico Is Mirza Wijaya