Perilaku Konsumen dalam Pengambilan Keputusan Pembelian secara Online melalui Platform TikTok Shop
DOI:
https://doi.org/10.35870/emt.v10i4.5439Keywords:
Switching Costs, Reputation, Transaction Convenience, TrustAbstract
This study aims to analyze the influence of switching costs, reputation, and transaction convenience on purchasing decisions, with trust as a moderating variable. The population of this study were consumers who make shopping transactions through the TikTok platform. The sample used in this study was 131 respondents, collected using a non-probability sampling method, namely accidental sampling. The analytical methods used were multiple linear regression and Moderating Regression Analysis (MRA). The results of statistical tests with multiple linear regression analysis showed that, of the three independent variables, only the transaction convenience variable had a significant effect on purchasing decisions, while the switching cost and reputation variables were proven to have no significant effect. The results of statistical tests with Moderating Regression Analysis showed that the trust variable was able to strengthen the influence of switching costs and reputation on purchasing decisions, but was unable to moderate the effect of transaction convenience on purchasing decisions.
Downloads
References
Açikgöz, F. Y., Kayakus, M., Zăbavă, B.-S., & Kabas, O. (2024). Brand reputation and trust: The impact on customer satisfaction and loyalty for the Hewlett-Packard brand. Sustainability, 16(9681), 1-16. https://doi.org/10.3390/su16229681.
Adhitya, W. R., & Fauziah, A. (2023). Pengaruh kemudahan transaksi, keamanan transaksi, dan kualitas pelayanan pelanggan terhadap keputusan pembelian online di Shopee (Studi kasus pada mahasiswa manajemen Universitas Potensi Utama). MAKREJU: Manajemen Kreatif Jurnal, 1(1), 1-12.
Alcántara-Pilar, J. M., Del Barrio-García, S., Porcu, L., Crespo-Almendros, E., & Pérez-Curiel, C. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78(103709). https://doi.org/10.1016/j.jretconser.2024.103709.
Aristanti, D. R., & Bahrun, K. (2024). The influence of switching cost, word of mouth, and satisfaction on the loyalty of IM3 Ooredo Indosat card users (Case study of faculty management undergraduate program students economics and business Muhammadiyah University of Bengkulu). Jurnal Fokus Manajemen, 4(1), 99-110.
Ashby, R., Sharifi, S., Yao, J., & Ang, L. (2025). The influence of the buy-now-pay-later payment mode on consumer spending decision. Journal of Retailing, 101, 103–119. https://doi.org/10.1016/j.jretai.2025.01.003.
Bigus, J., Hua, K. P. M., & Raithel, S. (2024). Definitions and measures of corporate reputation in accounting and management: Commonalities, differences, and future research. Accounting and Business Research, 54(3), 304-336. https://doi.org/10.1080/00014788.2022.2149458.
Choi, Y. (2020). A study of antecedents of switching cost and customer retention in social commerce. International Journal of E-Business Research, 16(4), 51-64. https://doi.org/10.4018/IJEBR.2020100104.
Duong, N. T., Lin, H.-H., Wu, T.-L., & Wang, Y.-S. (2025). Understanding consumer trust dynamics and purchase intentions in a multichannel live streaming e-commerce context: A trust transfer perspective. International Journal of Human–Computer Interaction, 41(14), 9123-9136. https://doi.org/10.1080/10447318.2024.2423332.
Ferdianto, M., Mutmainah, I., & Yulia, I. A. (2024). Pengaruh celebrity endorser, word of mouth dan citra merek terhadap keputusan pembelian dengan lokasi sebagai variabel moderasi (Studi empiris pada Ayam Geprek Bensu di Kota Depok). Jurnal Ekonomi dan Manajemen Teknologi (EMT) KITA, 8(2), 592-604.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Gujarati, D., & Porter, D. P. (2017). Dasar-dasar ekonometrika (Edisi 5 Buku 1). Jakarta: Salemba Empat.
Gun, I. (2024). Effect of switching cost on repurchase intention: A mediation model. Sayı, 36, 308-330. https://doi.org/10.15182/diclesosbed.1453472.
Ha, M. T., Nguyen, G. D., & Doan, B. S. (2023). Understanding the mediating effect of switching costs on service value, quality, satisfaction, and loyalty. Humanit Soc Sci Commun, 10(288), 1-14. https://doi.org/10.1057/s41599-023-01797-6.
Hartono, C., Silintowe, Y. B. R., & Huruta, A. D. (2021). Ease of transaction and e-service quality of e-commerce platform on online purchasing decision. BISMA (Bisnis dan Manajemen), 13(2), 81-93. https://doi.org/10.26740/bisma.v13n2.81-93.
Ilmiyah, K., & Krishernawan. (2020). Pengaruh ulasan produk, kemudahan, kepercayaan, dan harga terhadap keputusan pembelian pada marketplace di Mojokerto. Maker Jurnal Manajemen, 6(1), 31-42. https://doi.org/10.37403/mjm.v6i1.143
Katon, P., & Oktavia, T. (2025). Analysis of factors influencing purchase intention in TikTok Shop live streaming: A study in Indonesia. Journal of Information Systems Engineering and Management, 10(34s), 868-878.
Kotler, P., & Armstrong, G. (2019). Principles of marketing (14th ed.). Prentice Hall, Jakarta.
Laradi, S., Alrawad, M., & Lutfi, A. (2024). Understanding factors affecting social commerce purchase behavior: A longitudinal perspective. International Journal of Information Management, 78(103751). https://doi.org/10.1016/j.jretconser.2024.103751.
Li, Y., Ndubisi, N. O., Li, G., & Xu, J. (2024). Evaluating the moderated-mediation effects of switching costs in the link between social capital and NPD performance. Journal of Management Science and Engineering, 9, 161-176. https://doi.org/10.1016/j.jmse.2023.12.001.
Luo, C., Hasan, N. A. M., Zamri bin Ahmad, A. M., & Lei, G. (2025). Influence of short video content on consumers' purchase intentions on social media platforms with trust as a mediator. Scientific Reports, 15(16605), 1-16. https://doi.org/10.1038/s41598-025-94994-z.
Manuaba, I. A., & Muliartha, R. M. K. (2019). Pengaruh audit operasional dan pengendalian internal terhadap kinerja karyawan. E-Jurnal Akuntansi, 28(1), 322–350.
Meng, L. M., Kou, S., Duan, S., & Bie, Y. (2024). The impact of content characteristics of short-form video ads on consumer purchase behavior: Evidence from TikTok. Journal of Business, 183(114874). https://doi.org/10.1016/j.jbusres.2024.114874.
Mutmainah, I., Yulia, I. A., Setiawan, F. A., Setiawan, A. S., Nurhayati, I., Rainanto, B. H., Harini, S., & Endri, E. (2025). Analysis of factors influencing digital transformation of tourism villages: Evidence from Bogor, Indonesia. Tourism and Hospitality, 6(2), 57. https://doi.org/10.3390/tourhosp6020057.
Noviasari, H., Siregar, P. A., Martias, D., Mardiah, A., Paramitha, A., & Asrilsyak, S. (2024). The effect of promotion and ease of transaction on purchase decision at Shopee.co.id: A case study of University of Riau's economics and business students. International Journal of Religion, 5(11), 3880-3890. https://doi.org/10.61707/nqem2917.
Nuraeni, D., & Irawati, E. (2021). Faktor-faktor yang memengaruhi keputusan pembelian konsumen. Jurnal Ilmu Ekonomi dan Bisnis, 9(2), 221–230.
Pratiwi, A. (2020). Kepercayaan konsumen dalam transaksi online: Dimensi, indikator, dan pengaruhnya. Jurnal Riset Manajemen dan Bisnis, 5(1), 45–56.
Putri, N., Sari, G. P., & Rahman, A. (2024). TikTok Shop: How trust and privacy influence Generation-Z purchasing behaviors. Cogent Business & Management, 11(1), 2292759.
Ramayanti, R., Rachmawati, N. A., Azhar, Z., & Azman, N. H. N. (2024). Exploring intention and actual use in digital payments: A systematic review and roadmap for future research. Computers in Human Behavior Reports, 13,(100348), 1-7. https://doi.org/10.1016/j.chbr.2023.100348.
Sarker, P., Hughes, L., Malik, T., & Dwivedi, Y. K. (2025). Examining consumer adoption of social commerce: An extended META-UTAUT model. Technological Forecasting and Social Change, 212(123956), 1-17. https://doi.org/10.1016/j.techfore.2024.123956.
Sarwani, & Rohmah, F. S. (2022). Pengaruh kepercayaan dan kemudahan transaksi terhadap keputusan pembelian online pada marketplace Shopee di Kota Surabaya. Jurnal Ilmiah Administrasi Bisnis dan Inovasi, 6(2), 83-99.
Senali, M. G., Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Asadi, S., & Rejeb, A. (2024). Determinants of trust and purchase intention in social commerce. Telematics and Informatics Reports, 14(100093). https://doi.org/10.1016/j.elerap.2024.101370.
Shabilla, P. A., & Santoso, D. (2022). Pengaruh harga, promosi, dan kemudahan transaksi terhadap keputusan pembelian. Jurnal Ilmu Administrasi Bisnis, 11(3), 605-613.
Subhan, S., Muvida, M., & Hidayanti, I. E. (2022). Pengaruh kemudahan transaksi, kualitas produk, dan promosi terhadap keputusan pembelian secara online (Studi kasus pada konsumen Shopee Ternate). Jurnal Ilmu Manajemen, 12(1), 35-46.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Tessa, R., & Zeshasina, A. (2022). Reputasi perusahaan dan loyalitas pelanggan. Jakarta: Prenada Media.
Tjakraatmadja, A. T. N., & Harjanti, D. (2018). Pengaruh reputasi dan kepercayaan terhadap keputusan pembelian secara online pada produk kosmetik di Instagram. AGORA, 7(1), 1-7.
Tjiptono, F. (2020). Strategi pemasaran (Edisi ke-4). CV. Andi, Yogyakarta.
Umamah. (2019). Analisis faktor-faktor yang mempengaruhi indeks harga saham gabungan dengan metode moderated regression analysis. Buletin Ilmiah Math. Stat. dan Terapannya (Bimaster), 08(4), 979–988.
Umezawa, M., & Yamakawa, S. (2025). The impact of switching costs on behavior-based price discrimination with multiple consumer types. Journal of Economics, 145, 147-187. https://doi.org/10.1007/s00712-025-00900-6.
von Berlepsch, D., Lemke, F., & Gorton, M. (2024). The importance of corporate reputation for sustainable supply chains: A systematic literature review, bibliometric mapping, and research agenda. Journal of Business Ethics, 189, 9-34. https://doi.org/10.1007/s10551-022-05268-x.
Wang, Y., & Yu, C. (2022). The effect of online reputation on consumer trust and purchase intention: Evidence from social commerce. Internet Research, 32(1), 45–66. https://doi.org/10.1108/INTR-02-2021-0109.
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: The role of trust and impulsiveness. Journal of Economic Psychology, 98, 102677, 1-10. https://doi.org/10.1016/j.actpsy.2024.104415.
Zhang, H., Li, X., & Prabowo, R. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(e33518), 1-18. https://doi.org/10.1016/j.heliyon.2024.e33518.
Zhao, W., Li, Y., & Sun, Y. (2023). A systematic literature review on social commerce and online consumer behavior. Electronic Commerce Research and Applications, 58(101219). http://dx.doi.org/10.1016/j.elerap.2022.101219.
Zhou, L., Wang, T., & Zhang, P. (2021). Social media e-WOM, online reputation, and consumer purchase decision-making. Electronic Commerce Research and Applications, 46(101037), 1-15. https://doi.org/10.1016/j.elerap.2021.101037.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rizaldo Afrienza, Isbandriyati Mutmainah, Rumna Rumna
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
