Published: 2026-10-01
Perilaku Konsumen dalam Pengambilan Keputusan Pembelian secara Online melalui Platform TikTok Shop
DOI: 10.35870/emt.v10i4.5439
Abstract
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.
Keywords
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 4 (2026)
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Section: Articles
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Published: 2026-10-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i4.5439
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Rizaldo Afrienza, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Isbandriyati Mutmainah, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Rumna Rumna, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
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