Determinasi User Satisfaction dan Behavioral Intention Pengguna TikTok: Perspektif UTAUT

Muhammad Mahdy Ibrahim, Meydy Fauziridwan, Totok Haryanto, Erna Handayani

Abstract


Media sosial, khususnya TikTok sebagai platform video pendek, semakin melekat dalam berbagai aktivitas digital masyarakat Indonesia. Penelitian ini bertujuan menganalisis pengaruh performance expectancy, effort expectancy, dan social influence terhadap user satisfaction serta implikasinya pada behavioral intention berdasarkan kerangka UTAUT. Penelitian kuantitatif ini melibatkan 103 pengguna aktif TikTok yang dipilih dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan PLS- SEM. Hasil menunjukkan bahwa performance expectancy dan effort expectancy tidak berpengaruh langsung signifikan terhadap behavioral intention, tetapi berpengaruh positif dan signifikan terhadap user satisfaction. Sebaliknya, social influence berpengaruh positif dan signifikan terhadap behavioral intention, namun tidak signifikan terhadap user satisfaction. Selain itu, user satisfaction berpengaruh positif terhadap behavioral intention serta memediasi hubungan antara performance expectancy dan effort expectancy dengan behavioral intention. Temuan ini menegaskan bahwa manfaat yang dirasakan, kemudahan penggunaan, dan kepuasan pengguna merupakan faktor kunci dalam mendorong niat penggunaan TikTok secara berkelanjutan di Indonesia secara luas.

Keywords


TikTok, UTAUT, User Satisfaction, Behavioral Intention, Social Media

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95077

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