PENGARUH METODE PEMBAYARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN APLIKASI TIKTOK SHOP (STUDI KASUS MAHASISWA UNIVERSITAS ALMUSLIM)

THE INFLUENCE OF DIGITAL PAYMENT METHODS ON PURCHASING DECISIONS IN THE TIKTOK SHOP APP(A CASE STUDY OF ALMUSLIM UNIVERSITY STUDENTS)

Abstract

Digital payment is defined as a cashless transaction conducted using electronic devices and the internet. This method offers a practical, fast, and secure transaction experience through various options. This study examines the impact of this method on purchasing decisions at a micro level, focusing on the TikTok Shop application among millennials—specifically, students at Almuslim University in Bireuen, Aceh Province. The study employs a descriptive-associative design with a quantitative approach, utilizing questionnaires for data collection. The results indicate that: (1) descriptively, approximately 62.5% of respondents expressed satisfaction and a positive attitude toward digital payments, 27.3% were neutral, and the remaining 10.2% held a less favorable view; (2) inferential analysis using regression reveals that the digital payment method has a positive and significant effect on purchasing decisions; and (3) the digital payment method accounts for 63.2% of the variation in students'purchasing decisions, while the remaining 36.8% is influenced by other factors such as product quality, price, promotions, and socio-cultural elements.