Pengaruh Penggunaan TikTok Shop Terhadap Kepuasan Generasi Z di Cikarang

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.