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Elisabeth Fionna Evania Harianto
Management Department, Universitas Atma Jaya Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Perceived Usefulness, Trust, and Risk on Loyalty in the TikTok Shop: Test of Consumer Satisfaction as a Mediation Variable Elisabeth Fionna Evania Harianto; Jeanne Ellyawati
Journal of Entrepreneurship and Business Vol. 4 No. 1 (2023): Journal of Entrepreneurship and Business (February)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (339.478 KB) | DOI: 10.24123/jeb.v4i1.5390

Abstract

Purpose: This study aims to analyze the effect of perceived usefulness, trust and risk on loyalty with consumer satisfaction as a mediating variable at the TikTok Shop. Method: This study's research method was a questionnaire survey. The population in this study were consumers born in 1997 – 2012 (generation Z) and had used the TikTok Shop ≥ 2 times. The sample in this study was 232 respondents. The sampling technique uses a non-probability sampling technique with a purposive sampling approach with an analytical tool, namely PLS-SEM (Partial Least Square - Structural Equation Modeling). Results: The results of data analysis with a significance of 0.05 indicate that the effect of perceived usefulness on customer satisfaction and loyalty has no positive effect. The effect of trust on consumer satisfaction has a significant effect, but the effect of trust on consumer loyalty does not have a significant effect. The effect of risk on customer satisfaction and loyalty has a significant effect. The influence of consumer satisfaction mediates consumer loyalty.
Co-Authors Jeanne Ellyawati