Peran Literasi Digital dan User Interface Design Terhadap Impulse Buying di TikTok Shop pada Mahasiswa/I di Provinsi Jawa Timur

Mustika, Dewi Suci (2025) Peran Literasi Digital dan User Interface Design Terhadap Impulse Buying di TikTok Shop pada Mahasiswa/I di Provinsi Jawa Timur. Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to analyze the influence of digital literacy and user interface (UI) design on impulse buying behavior on TikTok Shop among university students in East Java Province. This quantitative research employs a causal associative method, with data collected through an online questionnaire completed by 97 respondents selected via purposive sampling. The data were analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The results indicate that, simultaneously, digital literacy and UI design significantly influence impulse buying behavior, as evidenced by an F-value of 13.495 and a p-value of 0.000. The coefficient of determination (R²) of 0.223 suggests that 22.3% of the variance in impulse buying behavior can be explained by the two independent variables. However, partial testing revealed that digital literacy did not have a significant effect (t = -0.175; p = 0.861), whereas UI design had a significant effect (t = 3.753; p = 0.000) on impulse buying behavior.These findings underscore the pivotal role of an attractive and functional user interface design in stimulating impulse purchases among TikTok Shop users. Keywords: Digital Literacy, User Interface Design (UI), Impulse Buying, TikTok Shop, College Students

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	27 Feb 2026 01:41
Last Modified:	27 Feb 2026 01:41
URI:	http://repository.unik-kediri.ac.id/id/eprint/1088

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