Pengaruh Algorithmic Marketing terhadap Pengambilan Keputusan Konsumen Digital pada TikTok Shop Dimoderasi Tantangan Consumer Autonomy

Toto Heru Dwi Handoko; Rahayu Rahayu

doi:10.31004/riggs.v5i1.5564

Authors

Toto Heru Dwi Handoko Universitas Islam Majapahit Mojokerto
Rahayu Rahayu Universitas Islam Majapahit

DOI:

https://doi.org/10.31004/riggs.v5i1.5564

Keywords:

Algorithmic Marketing, Consumer Autonomy, Pengambilan Keputusan Konsumen, Tiktok Shop, Social Commerce

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh algorithmic marketing terhadap pengambilan keputusan konsumen digital pada TikTok Shop dengan menempatkan tantangan consumer autonomy sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 200 pengguna TikTok Shop di Indonesia. Data dianalisis menggunakan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa algorithmic personalization (β = 0,214; p = 0,002), algorithmic exposure intensity (β = 0,287; p < 0,001), perceived algorithmic transparency (β = 0,146; p = 0,039), dan algorithmic persuasion power (β = 0,321; p < 0,001) berpengaruh positif dan signifikan terhadap pengambilan keputusan konsumen digital. Tantangan consumer autonomy berpengaruh negatif signifikan terhadap pengambilan keputusan konsumen (β = -0,198; p = 0,004). Efek moderasi consumer autonomy terbukti kuat pada hubungan algorithmic exposure intensity (β = 0,184; p = 0,001) dan algorithmic persuasion power (β = 0,211; p < 0,001), bersifat sedang pada perceived algorithmic transparency (β = 0,103; p = 0,046), serta lemah dan tidak signifikan pada algorithmic personalization (β = 0,062; p = 0,269). Model penelitian memiliki daya jelaskan yang kuat dengan nilai Adjusted R² sebesar 0,63.

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