Uses And Gratification: Uji Pengaruh Konten dalam Fitur Tiktok Shop Terhadap Perilaku Konsumtif Belanja

Abstract

Humans have several needs that must be met in living life, but with advances in technology,
communication, and industry making the current shopping system more accessible and reachable, namely
shopping through social media, currently TikTok is launching a new feature called Tiktok Shop which can
help users in selling and buying products from the Tiktok application, but over time human needs for goods
and services will experience changes, these changes are caused by human nature to be dissatisfied with what
is obtained, therefore rising the consumptive behavior in shopping. The purpose of this study was to determine
whether there is an effect of content in the TikTok Shop feature on online shopping consumptive behavior.
The theory used in this study is the uses and gratification theory which focuses on the audience when deciding
the use of media based on motives and interests to meet needs in achieving a goal. This study uses a
quantitative approach, with the type of explanatory research, while the method used is a survey method by
distributing questionnaires. The results showed that the effect of content has a significant correlation to
consumptive behavior, and has an effect of 24.4% on consumptive behavior. While the remaining 75.6% is
influenced by other variables outside of this study.