Putri, Syifa Malira (2026) PENGARUH DIGITAL TRUST DAN PERCEIVED RISK TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION DENGAN PRICE SEBAGAI VARIABEL MODERASI PADA GEN Z PENGGUNA TIKTOK SHOP DI JABODETABEK. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
The development of social commerce through TikTok Shop has transformed consumer behavior, from information seeking to purchase decisions. In this process, digital trust and perceived risk are factors that may influence purchase intention, while price may strengthen or weaken the relationship between purchase intention and purchase decision. This study aims to analyze the effects of digital trust and perceived risk on purchase intention, the effect of purchase intention on purchase decision, the role of price as a moderating variable, and the role of purchase intention as a mediating variable among Generation Z TikTok Shop users in Jabodetabek. This study employed a quantitative approach using a survey method by distributing questionnaires to 385 respondents who met the research criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results show that digital trust has a positive and significant effect on purchase intention, while perceived risk has a negative and significant effect on purchase intention. Purchase intention has a positive and significant effect on purchase decision. Price positively and significantly moderates the relationship between purchase intention and purchase decision, although price does not have a significant direct effect on purchase decision. Furthermore, purchase intention fully mediates the effects of digital trust and perceived risk on purchase decision. The findings indicate that trust in the platform plays a more dominant role than perceived risk in shaping Generation Z's purchase intention, while purchase intention serves as the primary factor in translating consumers' intentions into actual purchase decisions on TikTok Shop.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | Digital Trust, Perceived Risk, Purchase Intention, Purchase Decision, Price, TikTok Shop, Gen Z. |
| Subjects: | Marketing Management (Manajemen Pemasaran) > Digital Marketing (Pemasaran Digital) Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen |
| Depositing User: | Syifa Malira Putri |
| Date Deposited: | 16 Sep 2026 02:40 |
| Last Modified: | 16 Sep 2026 02:40 |
| URI: | https://repository.bakrie.ac.id/id/eprint/14732 |
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