Pengaruh Penggunaan TikTok Shop Terhadap Kepuasan Generasi Z di Cikarang

Ilman Nurfadila; Fajar Ramadhan

doi:10.55606/jurimbik.v6i1.1565

Authors

Ilman Nurfadila Universitas Singaperbangsa Karawang
Fajar Ramadhan Universitas Singaperbangsa Karawang

DOI:

https://doi.org/10.55606/jurimbik.v6i1.1565

Keywords:

TikTok Shop, Generation Z, Consumer Satisfaction, Social Commerce, Online Shopping

Abstract

This study investigates the influence of TikTok Shop usage on the satisfaction of Generation Z in Cikarang. Using a quantitative approach with secondary data analysis, this research explores the relationship between platform features—including ease of use, engaging functions, relevant content, and shopping-entertainment interaction—and user satisfaction. Data were obtained from credible secondary sources such as digital research reports, journal articles, and industry publications. The results indicate that all examined factors have a significant positive correlation with user satisfaction. Multiple regression analysis reveals that shopping-entertainment interaction is the strongest predictor, followed by ease of use, attractive features, and relevant content. These findings highlight the importance of interactive and immersive shopping experiences in shaping the satisfaction of Generation Z, who are highly responsive to digital innovations. The study contributes theoretically by reinforcing the role of social commerce in consumer behavior research and practically by providing insights for brands, sellers, and developers to design effective digital marketing strategies. Limitations include the reliance on secondary data and the local focus on Cikarang, which may restrict generalizability. Future research should employ primary data collection and expand the scope to broader demographics and regions.

References

Agustin, L., Fitriadi, B. W., & Yusnita, R. T. (2024). Analisis Perbedaan Perilaku Online Impulse Buying Gen Z Dan Gen Y Ditinjau Dari Hedonic Shopping Motivation (Survei Pada Pengguna E-commerce Shopee di Wilayah Kota Tasikmalaya). Jurnal Bisnis, Manajemen Dan Akuntansi, 1(1). https://doi.org/10.70963/jbisma.v1i1.18

Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Strategi Pemasaran Digital : Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital. JIMAT: Jurnal Ilmiah Multidisiplin Amsir, 2(1), 155–166. https://journal.stieamsir.ac.id/index.php/abrj/article/view/405

Arum, L. S., Zahrani, A., & Duha, N. A. (2023). Karakteristik Generasi Z dan Kesiapannya dalam Menghadapi Bonus Demografi 2030. Accounting Student Research Journal, 2(1), 59–72. https://doi.org/10.62108/asrj.v2i1.5812

Azzahra, M. J., & Masitoh, S. (2025). Homeless Media Sebagai Sarana Informasi Di Instagram: Preferensi Generasi Z Dalam Pemilihannya. Jurnal Ilmu Komunikasi, 15(1), 44–56.

Brilianaza, E., & Sudrajat, A. (2022). Gaya Hidup Remaja Shopaholic dalam Trend Belanja Online di Shopee. JSSH (Jurnal Sains Sosial Dan Humaniora), 6(1), 45. https://doi.org/10.30595/jssh.v6i1.12225

Dzacky, A. A., & Shelly, K. (2024). Ketidakpastian Hukum dalam Kembalinya TikTok Shop Sebagai Platform Social Commerce di Indonesia. Journal Unes Law Review, 6(3), 8963–8976. https://review-unes.com/https://creativecommons.org/licenses/by/4.0/

Elad, B., & Madreka, A. (2025). TikTok Shopping Statistics By Region, User and Facts. Elctro IQ.

Farah, N., Arisantoso, A., Irfan, M., & Harriansyah, H. (2024). Perancangan Aplikasi Belanja Aksesoris Online Berbasis Web. Jurnal Maklumatika, 11(1).

Fatun, F. (2024). Perubahan Kebiasaan Belanja Masyarakat Indonesia di Era Digital: Peluang dan Tantangan Ekonomi. CURRENCY: Jurnal Ekonomi Dan Perbankan Syariah, 3(1), 405–417. https://doi.org/10.32806/ccy.v3i1.331

Fikri, M., & Junaidi, A. (2024). Perubahan Pola Konsumsi Dan Gaya Hidup Masyarakat Indonesia Di Era Digital. JUPSI Jurnal Pendidikan Sosial Indonesia, 2(1), 12–19. https://doi.org/10.62238/jupsi.v2i1.139

Firellsya, G., Kembau, A. S., Bernanda, D. Y., & Christin, L. (2024). Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2. Jurnal Informatika Ekonomi Bisnis, 6(1), 184–196. https://doi.org/10.37034/infeb.v6i1.826

Ghaissani, A. (2024). Analisis Faktor-Faktor Pendorong Pembelian Impulsif (Impulsive Buying) Melalui Live Streaming Shopping TikTok Shop. Universitas Islam Indonesia.

Hastini, L. Y., Chairoel, L., & Fitri, M. E. Y. (2021). Analisis Peranan Literasi Teknologi dan Informasi Sebagai Variabel Moderating dalam Hubungan Extraversion dan Perencanaan Karier Generasi Z di Universitas Dharma Andalas. Jurnal Ekonomi Dan Bisnis Dharma Andalas, 23(1), 74–83. https://doi.org/10.47233/jebd.v23i1.178

Hsiao, K.-L., Lin, K.-Y., Wang, Y.-T., Lee, C.-H., & Zhang, Z.-M. (2019). Continued use intention of lifestyle mobile applications: the Starbucks app in Taiwan. The Electronic Library, 37(5), 893–913. https://doi.org/10.1108/EL-03-2019-0085

Jaenab, J., & Koerniawan, I. (2025). Pengaruh Kemampuan Interpersonal dan Pengalaman Magang Terhadap Kesiapan Kerja Pegawai Generasi Z di Kota Bima. Jurnal Ilmiah Manajemen, Bisnis Dan Kewirausahaan, 5(2), 697–709. https://doi.org/10.55606/jurimbik.v5i2.1492

Kurniawan, I., Triatmanto, B., & Zuhroh, D. (2024). Increasing SME Performance Through Quality Information Technology and Top Management Support. Innovation Business Management and Accounting Journal, 3(1), 63–69. https://doi.org/10.56070/ibmaj.2024.008

Kurniawan Maranto, A. R., Rahayu, A., & Hermawan, A. (2024). Pengaruh Entrepreneurial Marketing dan Program Loyalty terhadap Loyalitas Pelanggan di E-commerce dengan Customer Relationship Management sebagai Pemoderasi. ECo-Fin, 6(2), 269–278. https://doi.org/10.32877/ef.v6i2.1183

Maqableh, M., Obeidat, A., & Obeidat, Z. (2021). Exploring the determinants of internet continuance intention and the negative impact of internet addiction on students’ academic performance. Int. J. Data Netw.

Natalia, V. (2025). Analisis Perkembangan E-Business di Era Gen Z. Jurnal Ekonomi Dan Bisnis Digital, 02(04), 2034–2037.

Nurmawati, N., & Fariani, D. (2023). Pengaruh Intensitas Penggunaan Media Sosial terhadap Kenakalan Remaja. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(12), 10819–10825. https://doi.org/10.54371/jiip.v6i12.3309

Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041

Pratama Afrianto, A., & Irwansyah, I. (2021). Eksplorasi Kondisi Masyarakat dalam Memilih Belanja Online Melalui Shopee Selama Masa Pandemi Covid-19 di Indonesia. Jurnal Teknologi Dan Sistem Informasi Bisnis, 3(1), 10–29. https://doi.org/10.47233/jteksis.v3i1.181

Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058

Priyono, M. B., & Sari, D. P. (2023). Dampak Aplikasi TikTok dan TikTok Shop Terhadap UMKM di Indonesia. Jurnal Ilmiah Wahana Pendidikan, 9(17), 497–506. https://doi.org/https://doi.org/10.5281/zenodo.8315865

Reisinger, D. (2021). TikTok’s next big play: Becoming a big shopping destination. Finance. https://finance.yahoo.com/news/TikTok-next-big-play-becoming-140033739.html

Rufliansah, F. F., & Seno, A. H. D. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Kepuasan Konsumen (Studi Pada Konsumen Rainbow Creative Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 389–401. https://doi.org/10.14710/jiab.2020.28226

Safitri, F. (2025). Peran Media Sosial Dalam Membentuk Kesadaran Sosial Generasi Z. Intelektual: Jurnal Ilmiah Multidisiplin Mahasiswa Dan Akademisi, 1(2), 11–24.

Salim, D. R., Safitri, H., Nuriansyah, F., & Hakam, L. I. (2025). Transformasi Pola Konsumsi Masyarakat Indonesia di Era Digital: Implikasi Terhadap Keberlanjutan Ekonomi dalam Perspektif SDGS 12. Jurnal Ekonomi Dan Bisnis, 18(1), 71–86.

Sandora, M. (2020). Pengaruh Kepercayaan dan Kemudahan Terhadap Keputusan Pembelian Belanja Secara Online. Eko Dan Bisnis: Riau Economic and Business Review, 11(3), 290–310. https://doi.org/10.36975/jeb.v11i3.288

Sirajuddin, K. K., Ahmad, A., & Siswanti, D. N. (2023). Hubungan Harga Diri Dengan Kepuasan Hidup Generasi Z Pengguna Media Sosial Instagram. PESHUM : Jurnal Pendidikan, Sosial Dan Humaniora, 2(2), 255–265. https://doi.org/10.56799/peshum.v2i2.1390

Sofwatillah, Risnita, R., Jailani, M. S., & Saksitha, D. A. (2024). Teknik Analisis Data Kuantitatif dan Kualitatif dalam Penelitian Ilmiah. Journal Genta Mulia, 15(2), 79–91.

Solihat, M., & Sandika, D. (2022). e-commerce DI INDUSTRI 4.0. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), 273–281. https://doi.org/10.32815/jibeka.v16i2.967

Start.io. (2024). E-commerce Consumers in Indonesia. https://www.start.io/audience/e-commerce-consumers-in-indonesia

Sulam, R. T., & Fasa, M. I. (2025). TikTok Shop sebagai Inovasi Social Commerce: Analisis Pengalaman Pengguna, Kepuasan Konsumen, dan Perubahan Perilaku Belanja. Urnal Ekonomi, Manajemen Dan Perbankan, 2(1), 97–106.

Taqdirul Alim, Zufriah, D., & Muhammad Isnaini Fathoni. (2025). Pengaruh Kepuasan Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada E-commerce Shopee. Jurnal Bisnis, Manajemen, Dan Akuntansi, 12(1), 66–74. https://doi.org/10.54131/jbma.v12i1.215

Waruwu, M., Pu`at, S. N., Utami, P. R., Yanti, E., & Rusydiana, M. (2025). Metode Penelitian Kuantitatif: Konsep, Jenis, Tahapan dan Kelebihan. Jurnal Ilmiah Profesi Pendidikan, 10(1), 917–932. https://doi.org/10.29303/jipp.v10i1.3057

Wibowo, W., & Ayuningtyas, F. (2024). Generasi Z sebagai Konsumen Masa Depan: Karakteristik, Preferensi, dan Tantangan Baru. Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi), 5(2), 90–99. https://doi.org/10.32897/buanakomunikasi.2024.5.2.3937

Yadav, R., Sharma, S. K., & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management, 29(2), 222–237. https://doi.org/10.1108/JEIM-04-2015-0034

Yanti, S. D., Astuti, S., & Safitri, C. (2023). Pengaruh Pengalaman Belanja Online Dan Kepercayaan Terhadap Minat Beli Ulang Di TikTok Shop. Jurnal Ekonomi Dan Manajemen Teknologi (EMT), 7(1), 47–61. https://doi.org/10.57249/jbk.v9i2.132

Yuwono, C. O., Rizky, N. Y., & Indra, I. R. (2025). Evolusi social commerce: Memahami Fenomena Digital melalui Perspektif Teori Komunikasi dan Sosial". Syntax Literate ; Jurnal Ilmiah Indonesia, 10(2), 1204–1215. https://doi.org/10.36418/syntax-literate.v10i2.56850

Zaheer, N., & Rizwan, M. (2022). Engaging the customers through social mobile application experience. Business Review, 17(1), 69–84. https://doi.org/10.54784/1990-6587.1472

Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity. PLOS ONE, 19(2), e0296339. https://doi.org/10.1371/journal.pone.0296339