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All Journal Jurnal Ekonomi Manajemen Eduvest - Journal of Universal Studies
Putra, Hillary Pranata
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Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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ANALYSIS OF TECHNOLOGY ACCEPTANCE MODEL AT TIKTOK SHOP IN BEKASI CITY IN GEN Z AND MILENIALS Putra, Hillary Pranata; Indika, Deru R
Jurnal Ekonomi Manajemen Vol 9, No 1 (2023): Mei 2023
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v9i1.6847

Abstract

This study aims to analyze the Technology Acceptance Model at the Tiktok Shop in Bekasi City regarding the effect of perceived usefulness and perceived ease of use on consumer attitudes among Gen Z and Millennials. TikTok Shop, which is a social media platform as well as an e-commerce forum, brings changes to the e-commerce system through the uniqueness of the shopping activities in it. This uniqueness is something new for the community, so it is closely related to the TAM concept, which focuses on accepting new technology. The method used in this study uses both descriptive and verification methods. By collecting data through a survey by distributing questionnaires, which obtained 211 respondents from generation Z and millennials who are TikTok Shop users in Bekasi city. The data obtained were analyzed using the SEM PLS method. The results showed that there was a positive and significant effect of perceived usefulness on consumer attitudes; perceived ease of use had a positive and significant effect on consumer attitudes; perceived ease of use had a positive and significant effect on perceived usefulness; and perceived ease of use had a positive and significant effect on consumer attitudes through perceived usefulness.
The Effect of Attractiveness of Virtual Influencer Towards the Consumer Attitudes in Developing Intention to Purchase – A Case Study of Fast Food Restaurant Putra, Hillary Pranata
Eduvest - Journal of Universal Studies Vol. 5 No. 12 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i12.52534

Abstract

Arbie SEO’s performance has marked an astonishing success in the Richeese Factory promotional campaign. However, despite high engagement on social media, most audience interactions and attention focus solely on Arbie SEO rather than the promoted products or the brand, which raises concerns about the actual impact of virtual influencers in developing consumer purchase intention. This study explores the effect of virtual influencer attractiveness on consumer attitudes and purchase intention, using Arbie SEO as a case study. A quantitative method was employed through a structured questionnaire targeting Gen Z respondents located in Jabodetabek and Bandung. The collected data were further processed using the SEM-PLS method. The findings of this study show that the virtual influencer’s attractiveness (Arbie SEO) has a significant and positive impact on purchase intention both directly and indirectly. Consumer attitudes play a mediating role in the attractiveness aspect in triggering consumer purchase intention. In the case of Arbie SEO, its attractiveness has been proven to have a direct effect on purchase intention, whereas most previous studies state that attractiveness alone does not have a direct effect on purchase intention. Furthermore, this research offers strategic business recommendations for utilizing the high engagement of Arbie SEO to translate attention into actual purchasing actions.
Co-Authors Deru R Indika