ANALYSIS OF USER SATISFACTION WITH TIKTOK SHOP AS AN ONLINE SHOPPING PLATFORM USING THE END USER COMPUTING SATISFACTION (EUCS) METHOD

Abstract

The development of digital technology has driven the growth of social commerce, which integrates social media and electronic commerce into online shopping activities. One of the widely used platforms in Indonesia is TikTok Shop. However, users still face several issues, including discrepancies in product information, difficulties in searching for products, system interface problems, transaction disruptions, and concerns about user security. This study aims to analyze how the five dimensions of End User Computing Satisfaction (EUCS), namely content, accuracy, format, ease of use, and timeliness, reflect User Satisfaction, as well as to examine the contribution of security to user satisfaction with TikTok Shop. This study employed a quantitative approach using purposive sampling involving 200 university students in Padang who use TikTok Shop. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that all five EUCS dimensions significantly reflect User Satisfaction. Accuracy has the strongest reflective relationship, while Content has the weakest. In addition, Security makes a positive and significant contribution to User Satisfaction. These findings indicate that user satisfaction with TikTok Shop is reflected in information quality, ease of use, system presentation, and service timeliness, while also being supported by security in digital transactions.