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All Journal Innovative: Journal Of Social Science Research
Rismal, Rismal
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

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Persepsi Risiko dan E-Trust dalam Mempengaruhi Purchase Intention di TikTok Shop: Studi Pada Pengguna di Kabupaten Kolaka Rismal, Rismal; Kumalasari, Fitri; Stiadi, Muhamad
Innovative: Journal Of Social Science Research Vol. 5 No. 2 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

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Abstract

This research aims to examine the influence of risk perception and e-trust on purchase intention in TikTok Shop, with a focus on users in Kolaka Regency. A quantitative approach was employed, and data was gathered through an online questionnaire (Google Form). The study's population includes Kolaka Regency residents interested in shopping on the TikTok Shop marketplace. A total of 104 respondents were selected as the sample. Data analysis was performed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with Smart-PLS 3.0. The results indicate that risk perception and e-trust have a significant and positive impact on purchase intention in TikTok Shop.
Co-Authors Fitri Kumalasari, Fitri Muhamad Stiadi