DETERMINAN MINAT BELI GADGET GENERASI Z DI TIKTOK SHOP SEMARANG
DOI:
https://doi.org/10.51903/dinamika.v6i2.1418Keywords:
Affiliate Content, Price Perception, Ease Of Use, Purchase Intention, Generation ZAbstract
This study examines how far TikTok affiliate content, price perception, and application ease of use shape gadget purchase intention among Generation Z users of TikTok Shop in Semarang City, both partially and simultaneously. A quantitative survey design was applied to 100 respondents drawn through purposive sampling, all of whom were born between 1997 and 2012, resided in Semarang, and had encountered gadget affiliate content on TikTok during the preceding three months. Data were collected using a twenty-item questionnaire scored on a five-point Likert scale and processed with multiple linear regression in SPSS. Every item satisfied the validity and reliability thresholds, while the regression model fulfilled the assumptions of normality, absence of multicollinearity, and homoscedasticity. Partially, all three predictors exerted a positive and significant effect on purchase intention, namely affiliate content (t = 4.800; sig. 0.000), price perception (t = 5.112; sig. 0.000), and ease of use (t = 3.212; sig. 0.002). The predictors were also jointly significant (F = 56.782; sig. 0.000) with an Adjusted R Square of 0.628, meaning that 62.8 per cent of the variance in purchase intention is explained by the model. Price perception stood out as the strongest determinant, whereas ease of use contributed the least and therefore functions as a baseline service requirement rather than a competitive differentiator.
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