Pengaruh Shopping Cart terhadap Purchase Intention di Sosial Commerce melalui Perceived Usefulness, Ease of Use, dan Trust
(Studi pada Fitur Keranjang Kuning di TikTok Shop)
DOI:
https://doi.org/10.61104/alz.v4i1.3414Keywords:
Perdagangan Sosial, Keranjang Belanja, Toko TikTok, Kegunaan yang Dirasakan, Kepercayaan, Niat PembelianAbstract
Perkembangan social commerce telah mengubah pola belanja konsumen dengan mengintegrasikan interaksi sosial, hiburan, dan transaksi digital dalam satu platform. TikTok Shop melalui fitur keranjang kuning memungkinkan pengguna melakukan pembelian secara langsung dari konten video pendek dan live streaming. Berbeda dengan shopping cart pada e-commerce konvensional yang berfungsi sebagai tempat penyimpanan sementara, keranjang kuning TikTok Shop berperan sebagai mekanisme pembelian instan yang terintegrasi dengan konten. Penelitian ini bertujuan untuk menganalisis pengaruh shopping cart terhadap purchase intention dengan perceived usefulness, perceived ease of use, dan trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan data yang dikumpulkan dari 256 pengguna TikTok Shop di Indonesia dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa shopping cart berpengaruh positif dan signifikan terhadap perceived usefulness, perceived ease of use, dan trust. Selanjutnya, perceived usefulness dan trust berpengaruh signifikan terhadap purchase intention, sedangkan perceived ease of use tidak menunjukkan pengaruh signifikan secara langsung. Analisis mediasi menunjukkan bahwa perceived usefulness dan trust memediasi secara signifikan pengaruh shopping cart terhadap purchase intention, dengan trust sebagai mediator terkuat. Temuan ini memperluas penerapan Technology Acceptance Model (TAM) dalam konteks social commerce berbasis video dan menegaskan pentingnya kepercayaan dalam mendorong niat beli konsumen.
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