The Influence of Perceived Benefits, Trust, Perceived Risk, and Perceived Ease of use on Purchase Intentions on the Tiktok Shop Application

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Purwokerto— UMP Study: Benefits and Ease Boost Purchase Intention on TikTok Shop, Risk Becomes Main Barrier. This research was conducted by Wahyu Ghani Febri Setioko, S.E., M.M., Dian Widyaningtyas, S.E., M.M., Purnadi, S.E., M.M., and Arini Hidayah, S.E., M.M. from the Faculty of Economics and Business, Muhammadiyah University of Purwokerto (UMP) and published in the February 2026 edition of the Indonesian Journal of Business Analytics (IJBA).

The research, conducted by Wahyu Ghani Febri Setioko, S.E., M.M., Dian Widyaningtyas, S.E., M.M., Purnadi, S.E., M.M., and Arini Hidayah, S.E., M.M., revealed that perceived usefulness, ease of use, and trust were proven to increase consumer purchase intention on TikTok Shop, while perceived risk actually decreased it.

Why TikTok Shop Matters

TikTok Shop is not a conventional marketplace. It integrates short videos, live streaming, influencer promotions, and instant purchasing features into one application. This “shoppertainment” model has reshaped how Indonesians shop online.

However, rapid growth has also brought challenges:

• Product mismatches between live displays and delivered goods
• Delivery delays
• Concerns over transaction and data security
• Additional order processing fees

In Kebumen Regency, similar patterns were observed. While consumers are attracted by promotions and interactive content, some report dissatisfaction due to discrepancies in product quality and descriptions.

To understand this dynamic, the UMP research team examined four key determinants of purchase intention:

1.     Perceived Benefit

2.     Trust

3.     Perceived Risk

4.     Perceived Ease of Use

Research Method: Survey of 150 Active Users

The study applied a quantitative survey approach involving 150 active TikTok Shop users residing in Kebumen Regency.

Respondent criteria:

• Minimum age of 17
• Active TikTok Shop users
• Residents of Kebumen

Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to measure the relationships between variables.

Most respondents were:

• Aged 26–35 (61%)
• Female (57%)
• Diploma/Bachelor’s degree holders (58%)
• Private-sector employees
• Middle-income earners (IDR 2.5–5 million per month)

This profile indicates that TikTok Shop users are largely productive-age consumers with moderate purchasing power.

Key Findings

The model demonstrated strong predictive power, with an Adjusted R² of 0.718, meaning that 71.8% of purchase intention can be explained by the four variables tested

1️⃣ Perceived Benefit → Positive and Significant Effect

Consumers who perceive greater advantages—such as promotional pricing, time efficiency, ease of access to information, and practical transactions—show higher purchase intention.

Statistical results confirmed significance (p = 0.001)

Promotions, discounts, and integrated shopping features play a decisive role in encouraging transactions.

2️⃣ Trust → Positive and Significant Effect

Trust in payment systems, data protection, and accurate product information increases consumers’ willingness to buy.

Although its coefficient is smaller than other variables, the effect remains significant (p = 0.044)

In fast-paced social commerce environments, trust becomes a foundational factor supporting spontaneous purchasing behavior.

3️⃣ Perceived Risk → Negative and Significant Effect

Higher perceived risk—such as fear of receiving non-conforming goods, financial loss, or delivery uncertainty—reduces purchase intention.

The effect is strongly significant (p = 0.000)

Risk perception remains a critical barrier in live commerce transactions.

4️⃣ Perceived Ease of Use → Strongest Positive Effect

Ease of navigation, clear interface design, and fast transaction processes exert the strongest influence on purchase intention (p = 0.000)

The simpler the system, the more confident consumers feel in completing purchases.

However, the researchers note a potential downside: overly seamless transactions may cause consumers to overlook product details, increasing the likelihood of post-purchase dissatisfaction.

Practical Implications

For TikTok Shop and Platform Developers

• Improve product information transparency
• Strengthen consumer protection and return mechanisms
• Clarify additional transaction fees
• Enhance rating and review systems

For Sellers and Influencers

• Avoid exaggerated claims during live sessions
• Ensure product visuals match actual quality
• Focus on long-term credibility over short-term sales

For Policymakers

• Strengthen oversight of live commerce practices
• Promote digital literacy and consumer awareness

According to Wahyu Ghani Febri Setioko and colleagues from Universitas Muhammadiyah Purwokerto, combining perceived benefits, ease of use, and effective risk management is essential to building sustainable consumer trust in social commerce environments.

Author Profiles

• Wahyu Ghani Febri Setioko, S.E., M.M._Universitas Muhammadiyah Purwokerto.
• Dian Widyaningtyas, S.E., M.M._Universitas Muhammadiyah Purwokerto.
• Purnadi, S.E., M.M._Academic in Business Strategy and Digital Marketing.
• Arini Hidayah, S.E., M.M._Researcher in Consumer Behavior and Digital Economy.

Source

Setioko, W.G.F., Widyaningtyas, D., Purnadi, & Hidayah, A. (2026).
The Influence of Perceived Benefits, Trust, Perceived Risk, and Perceived Ease of Use on Purchase Intentions on the TikTok Shop Application. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 1, Februari 2026, hlm. 13–32.

DOI: https://doi.org/10.55927/ijba.v6i1.15976

URL: https://journal.formosapublisher.org/index.php/ijba