PENGARUH MEDIA SOSIAL, KEPERCAYAAN, DAN PERSEPSI MANFAAT TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK SHOP DI KOTA BATAM

Abstract

The purpose of this study was to analyze the influence of social media, trust, and perceived usefulness on purchase decisions on the TikTok Shop platform in Batam City. The population of this study consisted of TikTok Shop users in Batam City who have made online purchases through the platform. By using a purposive sampling method, this study involved 100 respondents as the research sample. Primary data were collected by distributing questionnaires to the respondents. The data obtained were then analyzed using multiple linear regression analysis with the assistance of SPSS software. The results of this study indicate that social media has a significant effect on purchase decisions, trust has a significant effect on purchase decisions, and perceived usefulness has a significant effect on purchase decisions. These findings show that effective social media content, consumer trust, and the perceived benefits of using TikTok Shop play an important role in influencing consumers’ purchase decisions.