Pengaruh Social Commerce Dan Kemudahan Penggunaan Digital Payment Terhadap Impulsive Buying Produk Perawatan  Dan Kecantikan Pada Platform Tiktok Shop  Di Tangerang Selatan

Rio Kristianto

Authors

Rio Kristianto Universitas Bina Sarana Informatika

Keywords:

Social Commerce, Digital Payment, Impulsive Buying, Tiktok Shop, Produk Perawatan Dan Kecantikan

Abstract

Perkembangan social commerce dan penggunaan pembayaran digital mengubah pengalaman pembelian daring. TikTok Shop mengintegrasikan aktivitas sosial, konten, interaksi, dan transaksi dalam satu platform sehingga berpotensi mendorong impulsive buying produk perawatan dan kecantikan. Penelitian ini bertujuan menganalisis pengaruh social commerce dan kemudahan penggunaan digital payment terhadap impulsive buying pada TikTok Shop di Tangerang Selatan, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sebanyak 96 konsumen TikTok Shop di Tangerang Selatan yang berusia minimal 17 tahun dan pernah berbelanja melalui platform tersebut menjadi responden. Data diperoleh melalui kuesioner Google Form dengan skala Likert 1–5 dan dianalisis menggunakan SPSS 26, meliputi uji instrumen, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil menunjukkan social commerce berpengaruh positif dan signifikan terhadap impulsive buying (koefisien 0,285; t hitung 1,998; signifikansi 0,049). Digital payment juga berpengaruh positif dan signifikan (koefisien 0,511; t hitung 3,637; signifikansi 0,000). Secara simultan, kedua variabel berpengaruh signifikan (F hitung 133,162; signifikansi 0,000). R Square sebesar 0,741 menunjukkan bahwa 74,1% variasi impulsive buying dijelaskan oleh kedua variabel, sedangkan 25,9% dijelaskan faktor lain di luar model

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