Studi Komparasi User Experience dan Impulse Buying pada Pengguna Shopee dan TikTok Shop di Kalangan Generasi Z

Abstract

Pertumbuhan e-commerce dan pergeseran ke social commerce mendorong pembelian impulsif di kalangan Generasi Z, namun perbandingan pengaruh user experience antar platform masih terbatas. Penelitian ini menganalisis pengaruh user experience (UX) terhadap impulse buying, serta membandingkan tingkat UX dan impulse buying pengguna Shopee dan TikTok Shop pada Generasi Z Jabodetabek. Data dikumpulkan dari 248 responden melalui kuesioner Likert dengan purposive sampling, dianalisis menggunakan regresi linear sederhana dan paired sample t-test. UX berpengaruh positif dan signifikan terhadap impulse buying pada kedua platform (R² 91,7% Shopee; 91,8% TikTok Shop). Tingkat UX kedua platform berbeda statistik namun ekuivalen praktis, dengan perbedaan hanya pada dimensi personalization (Cohen's d = -0,250). Impulse buying kedua platform tidak berbeda signifikan. Kesetaraan ini dicapai melalui jalur stimulus berbeda, yaitu impuls fungsional pada Shopee dan impuls emosional pada TikTok Shop, sehingga UX terbukti mendorong impulse buying lintas model bisnis melalui mekanisme yang tidak identik.

The growth of e-commerce and the shift toward social commerce have driven impulsive buying among Generation Z, but comparisons of the effect of user experience across platforms remain limited. This study analyzes the effect of user experience (UX) on impulse buying and compares the levels of UX and impulse buying of Shopee and TikTok Shop users among Generation Z in Jabodetabek. Data were collected from 248 respondents through a Likert-scale questionnaire using purposive sampling, analyzed using simple linear regression and a paired sample t-test. UX has a positive and significant effect on impulse buying on both platforms (R² 91.7% Shopee; 91.8% TikTok Shop). The UX levels of both platforms differ statistically but are practically equivalent, with the difference only in the personalization dimension (Cohen's d = -0,250). Impulse buying of both platforms is not significantly different. This equivalence is achieved through different stimulus pathways, namely functional impulses on Shopee and emotional impulses on TikTok Shop, so that UX proves to drive impulse buying across business models through non-identical mechanisms.